Feature: Tweet Success

Nielson and Twitter Establish Social TV Ratings

Author: Adi Gaskell
Published: December 18, 2012 at 6:31 am

twitter ratingsWhilst much of the media industry has had a difficult relationship with the Internet, often accusing it of stealing its copyright and damaging its business model, the television industry is at least slowing exploring how the web can help it.  Wharton for instance have developed a social tv lab to help investigate ways social media and television can work together.

It also emerges that tv ratings company Nielsen is teaming up with Twitter to launch a new rating system.

The system will provide a Nielsen Twitter TV Rating for the American market.  This will involve a metric indicating the reach of conversation on Twitter around television shows, and is due to launch by autumn 2013.

“The Nielsen Twitter TV Rating is a significant step forward for the industry, particularly as programmers develop increasingly captivating live TV and new second-screen experiences, and advertisers create integrated ad campaigns that combine paid and earned media,” said Steve Hasker, President, Global Media Products and Advertiser Solutions at Nielsen. “As a media measurement leader we recognize that Twitter is the preeminent source of real-time television engagement data.”

“Our users love the shared experience of watching television while engaging with other viewers and show talent. Twitter has become the world's digital water cooler, where conversations about TV happen in real time. Nielsen is who the networks rely on to give better content to viewers and clearer results to marketers,” said Chloe Sladden, Twitter’s vice president of media. “This effort reflects Nielsen's foresight into the evolving nature of the TV viewing experience, and we’re looking forward to collaborating with Twitter ecosystem partners on this metric to help broadcasters and advertisers create truly social TV experiences.”

The new ratings will aim to complement Nielsen's existing ratings, giving networks and producers a real-time metric to understand the social activity around a show.  These ratings will build on top of NM Incite’s SocialGuide audience engagement analytics platform. NM Incite is a joint venture between Nielsen and McKinsey & Co., and the hub of Nielsen’s social media analytics efforts.


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Article Author: Adi Gaskell

A writer on management issues for publications such as Professional Manager, CMI, HRM Today, Business Works and Technorati. I also cover social media for Social Media Today, DZone and Social Business News.

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