NBC’s head of research, Alan Wurtzel, had some blunt words about Twitter’s claims to drive TV tune-in. “it just isn’t true,” he told the Financial Times earlier this week.
Twitter’s response? During the company’s earning’s call yesterday, CEO Dick Costolo said this citing a number of research studies proving it to be true.
So who’s right? Perhaps both. There’s no doubt that TV shows drive Twitter conversation AND, at the same time, helps to drive tune-in – It’s a mutually beneficial relationship. To what degree? That’s the question that ultimately needs to be figured out.