How can Twitter data and viewing rates enrich one another? A conceptual and empirical comparison between viewing rates and Twitter data for TV audience research Ghent University
Social media platforms, such as Twitter, are changing the way people consume broadcast television media. For producers, social media metrics provide new insights and challenge incumbent measuring instruments, such as viewing rates. Within academia, TwitterU+2019s relevance for audience research has developed only recently, whereby both opportunities and pitfalls are defined. In this paper, we depart from the ...