Le sport au coeur des conversations sur Twitter

twitter-second-screen-tv

Les amateurs de sport aiment suivre leurs sports préférés à la télévision, mais à l’ère des médias sociaux, l’audimat n’est plus le seul indicateur de la popularité. Sur une plateforme comme Twitter, les niveaux de conversations en disent long sur combien ils partagent leur enthousiasme avec les autres. Il suffit de regarder les chiffres de 2013. Au cours de l’année, 50% des Tweets sur la télévision, soit un total de 492 millions de tweets, étaient sur les événements sportifs. Les événements sportifs ont également consisté 12 des 20 émissions les plus tweetées pendant l’année, selon le cabinet d’étude Nielsen.

Mais en se plongeant dans les chiffres collectés par le Nielsen Twitter TV Ratings, l’institut est maintenant en mesure de comparer les niveaux d’engagement d’un téléspectateur d’une émission ou programme de sport par rapport à d’autres types de contenu TV. Il s’avère qu’un téléspectateur d’émission TV sur le sport qui est en même temps sur son smartphone ou sa tablette sur Twitter est exposé à 32 tweets au sujet de l’événement. Un chiffre largement supérieur au 25 tweets d’émissions TV sur des événements et seulement 9 tweets pour les contenus série. Ce haut niveau d’engagement autour des événements sportifs est le reflet des activités, activations et animations des équipes, chaines de TV et annonceurs pour amplifier leurs messages et histoires à travers les seconds écrans et plus particulièrement sur Twitter, durant le match.

En ce qui concerne les événements sportifs qui ont la plus grande portée sur Twitter, le 48ème Super Bowl se classe numéro 15.3 millions d’audience, suivi des finales NFC et AFC de la NFL. La cérémonie d’ouverture des Jeux Olympiques d’Hiver complète le top 5 avec une audience de 9.6 millions de personnes pour 1.1 million de tweets envoyés et repertoriés par la plateforme de Nielsen.

Retrouvez l’intégralité des chiffres de Nielsen dans l’infographie ci-dessous

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