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Report Nielsen How Brain Activity Relates to Twitter Engagement During TV Programming

How Brain Activity Relates to Twitter Engagement During TV Programming

How brain activity could be used to predict twitter engagement during TV programming

Social media is an integral part of our lives, shaping how we interact, share ideas, form opinions and follow news. This is particularly evident when looking at the television industry where social activity captures the social zeitgeist of TV viewership with show-specific hashtags, twitter promotions and show-driven twitter engagement. Levels of engagement vary between TV programs, which raises the question. Why do certain TV programs compel viewers to share their thoughts, while others do not?

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The main goal of this research project was to examine neural processes that can explain how subjective experiences and responses to TV programming translate into Twitter engagement.

To achieve this aim a number of 1-hr TV shows were selected (8 unique shows, 9 episodes total) ranging in Twitter and viewership popularity.