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TV-Related Tweets Booming: A Boon To Networks, Advertisers

Real-time messaging service Twitter is increasingly being used in real-time by people watching TV, which could be good news for advertisers, TV networks and content providers wanting to track the immediate impact of their TV shows or ads, according to research published Monday by TV-tracker Nielsen.

More people are using Twitter to chat about TV shows in real time, according to Nielsen. And Twitter users are sending more messages on the short-messaging service, which competes with other social networks, such as Facebook (FB), for eyeballs.

In Q2, Twitter users sent about 263 million tweets about television shows, a 38% increase from 190 million in the year-earlier quarter, Nielsen said.

The number of users posting tweets about TV rose 24% to 19 million, according to Nielsen.

San Francisco-based Twitter last week filed for a $1 billion IPO. The company's sales growth has slowed, as has the growth of new-user signups, but the 215 million Twitter users are more engaged with the service than they were a year ago, according to data in regulatory filings.

One of the company's "value propositions" listed in its S-1 IPO filing is its connection to real-time TV viewing.

"For example, during Super Bowl XLVII, over 24 million tweets regarding the Super Bowl were sent during the game alone," Twitter says, "and 45% of television ads shown during the Super Bowl used a hashtag to invite viewers to engage in conversation about those television ads on Twitter.

There were some 1.2 million tweets sent by 601,000 authors during the series finale of AMC's "Breaking Bad" on Sept. 29, according to Nielsen.

The TV tracker says a good rule of thumb is that the TV audience for a particular show is about 50-times larger than the number of tweets being sent. So a show represented by about 2,000 tweets has about 100,000 viewers, according to Nielsen's research.

Twitter plans to list on the stock exchange under the ticker TWTR.

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