Nielsen has released the findings of a study that shows there is strong correlation between Twitter TV engagement and engagement with programming among the general viewing audience. To conduct the study, Nielsen Social analysed minute-by-minute tweet activity that have historically had different levels of Twitter activity and TV ratings. At the same time, Nielsen measured emotion, memory and attention among 300 viewers to track their engagement with episodes. The study also found that ads perform better on memorability in TV programs with high program engagement. The study's findings suggest that advertising in highly social programs could be an opportunity to drive both ad memorability and sales outcomes. Click here for more information.