Twitter TV Ratings: January 16, 2014

The CRITICS' CHOICE MOVIE AWARDS may have been the lowest rated broadcast TV show of Thursday night, but it was, by far, the most active program on Twitter. Despite having less authors and actual tweets than the #1 show of the night, AMERICAN IDOL, The CC MOVIE AWARDS hauled in 50% more unique twitter accounts and more than doubled the number of impressions.

This is yet another example of more people "following" the event than actually watched the event. This is good for the movie industry, but it does little for The CW, which was the broadcaster, or even the awards program it's self. There may be a bunch of twitter accounts that saw a tweet on the program, but didn't interact with the the event in any way. This is where the Unique Audience measurement, or perhaps even the chart itself, is flawed.

Activity metrics (Unique Authors and Tweets) are a measure of relevant Twitter activity from three hours before, during and three hours after an episode’s initial broadcast, local time. Reach metrics (Unique Audience and Impressions) measure the audience of relevant Tweets ascribed to an episode from when the Tweets are sent until the end of the broadcast day at 5am. The data includes new/live primetime and late fringe episodes only and excludes sports events.