Nielsen — which last fall launched its Twitter TV Ratings service — has now added demographic info to reveal who is tweeting about television and who’s seeing those messages.
In 2013, 36 million people sent tweets about TV in the US, amounting to 990 million total tweets revolving around television. In a report released on Monday, Nielsen said its Twitter data will now include the first-ever gender and age metrics for 273 broadcast and cable programs.
Among the report’s findings: On average, the people tweeting about sports events skewed 79 percent male, while those tweeting about reality programs skewed 65 percent female.
Reality programs also had a younger mix of ages — 75 percent of tweeters were below the age of 35, while that age group dropped to 63 percent for comedies.