Nielsen yesterday released research demonstrating that the more twitter volume there is during a show’s live airing, the more viewers it captures within the live +7 (the live airing plus the seven days after) window.
Scripted shows as a whole have larger audiences in the +7 window than during the live airing, but highly social scripted shows – think ‘The Walking Dead,’ ‘American Horror Story,’ and ‘Scandal’ – get an even bigger boost during this window. For “low social” programs, +7 audiences are 16% larger than live audiences. For “high social” programs, though, +7 audiences are 36% larger than live audiences.
The research shows how important it is for networks to pay attention to growing delayed audiences. At the same time, it also shows that they must continue to put resources towards social TV activations during live airings.