Dive Brief:
- A new study from Nielsen shows that Twitter activity correlates with viewers' neurological activity.
- Nielsen's Neuro division attached brain monitors to 300 participants to track brain activity during eight primetime TV shows.
- When findings were compared to Twitter activity for the same shows, there was a 79.5% correlation in engagement.
Dive Insight:
The correlation isn't necessarily surprising—engagement in a show would result in higher Twitter mentions. While that may be common sense, this correlation further proves Twitter's claims to marketers that engagement on the site equals real brain engagement.
