This is according to a new study released recently by Kantar Media, where it found that 11 percent (or one out of 10) of the shows and programs surveyed during a 12-month period gained viewers as a direct result of high Twitter activity.
Although the gain is a slight 2 percent, the latest study on UK viewers is one of the "first in-depth" look on how posts on the microblogging site can be an effective tool to complement overall ratings.
In 2013, rival Nielsen touched on the relationship between Twitter and live-broadcasts, revealing that "48 percent of the episodes sampled had statistically significant changes in Live TV Ratings among 29 percent of the episodes."
Kantar Media's latest report examined 110 million TV-related tweets from over 13 million unique users, covering the months between June 2013 and May 2014.
The data, however, relates to live broadcasts and does not include video-on-demand, nor live sports, news and special events.
According to Global CEO of Kantar Media Andy Brown, Twitter not only has the power to boost TV viewing during broadcast but that smaller channels and shows can complement their ratings by becoming more "Twitter-friendly."
"People have always talked about TV with friends and family, and Twitter extends these conversations outside the living room," he said.
Brown added that Twitter-friendly shows that encourage tweets during the broadcast or have a younger audience can help create an image that a program is doing better than its actual ratings.
In UK, the data showed a noticeable skew towards entertainment, talent shows, and some dramas, including "Sherlock," "Downton Abbey" and "Doctor Who," where there is a cult or younger following.
The country's "The X-Factor," which has a huge social media presence of 5.2 million followers, delivered 9.4 million posts on Twitter over the period surveyed, winning the title for highest number of tweets for a series.
"The Brits" -- UK's equivalent of the Grammy Awards -- was the top single broadcast show with more than 4 million posts.
While Kantar Media did not go into detail into how the millions of tweets resulted into more viewers, Joel Lunenfeld, the global vice president of sales strategy at Twitter, asserts that the new data provides enough a look for program makers and advertisers alike to take notice.
"It provides a fascinating set of insights that will help the industry better understand and harness the power of social TV," he said.
Is it happening in the Philippines?
A similar trend can be seen in the Philippines, where several primetime shows and afternoon dramas employ a daily hashtag for viewers and Twitter users to air their thoughts while the the shows are being aired.
Programs such as the finale of "The Voice Kids Philippines" and the recent September 28 episode of "Maalala Mo Kaya, both having trended worldwide on Twitter, topped their respective daily ratings charts.
The primetime series "Got to Believe," starring teen stars Daniel Padilla and Kathryn Bernardo, also frequented the worldwide trending topic list of the social media site.
The series was typically in the top five most watched shows in the country, according to data from Kantar Media.
source: www.abs-cbnnews.com
