Nielsen is adding more details to its Twitter TV Ratings, including demographics such as gender and age, reports the Los Angeles Times.

Nielsen started offering Twitter TV Ratings last year as a way to track chatter on social media about shows, as well as how many people actually saw the tweets.

With the added demographic data, the service can highlight some surprising trends, such as that while most people tweeting about the 2014 NFL Draft on the NFL Network were men (at about 80%), the tweets reached an equal number of men and women.