Twitter & Nielsen Join Forces to Offer Social TV Ratings


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Social networking site Twitter teams up with TV ratings provider Nielsen to offer the Social TV Ratings.

Social networking site Twitter teams up with TV
ratings provider Nielsen to offer the Social TV
Ratings.


Social TV Rating, which was announced today, marks the changing digital times. It will offer a new measure of the popularity of television shows. It‘s a new TV ratings statistic that will be based entirely on tweets.

From Nielsen:

Nielsen, a leading global provider of
information and insights into what consumers
watch and buy, and Twitter today announced an
exclusive multi-year agreement to create the
“Nielsen Twitter TV Rating” for the US market.
Under this agreement, Nielsen and Twitter will
deliver a syndicated-standard metric around the
reach of the TV conversation on Twitter, slated
for commercial availability at the start of the fall
2013 TV season.
“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.”
TV viewers discuss TV on Twitter, creating a new
dynamic between audiences and programming.
The service’s more than 140 million active users
send one billion Tweets every two and a half
days, the vast majority of which is public and
conversational, making Twitter data a necessity in
producing standardized metrics representing
online and mobile conversations about television.
The Nielsen Twitter TV Rating will serve to
complement Nielsen’s existing TV ratings, giving
TV networks and advertisers the real-time
metrics required to understand TV audience
social activity. 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.
“The proliferation of smartphones and tablets has
generated a substantial ‘connected’ TV audience
that is simultaneously watching television and
accessing the Internet through these devices.
This, in turn, will continue to create the
opportunity for content providers like CBS to offer
engaging interactive features for our viewers. As
this form of viewer engagement evolves into a
mainstream activity, it presents ways for CBS to
enhance the viewing experience for our viewers
and our advertisers. We are already engaged
with Nielsen and Twitter in a program of research
and experimentation in this exciting new area,”
said David F. Poltrack, Chief Research Officer, CBS
Corporation. “We are pleased to see Nielsen and
Twitter join together to provide a comprehensive
measurement system that will allow us to
employ these social networking tools to their full
advantage."
“Twitter is a powerful messenger and a lot of fun
for fans of our shows, providing them with the
opportunity to engage, connect and voice their
opinions directly to each other and us,” said Peter
Rice, Chairman and CEO, Fox Networks Group.
"Combining the instant feedback of Twitter with
Nielsen ratings will benefit us, program
producers, and our advertising partners.”
ABOUT THE NIELSEN TWITTER TV RATING
The Nielsen Twitter TV Rating will enhance the
social TV analytics and metrics available today
from SocialGuide by adding the first-ever
measurement of the total audience for social TV
activity – both those participating in the
conversation and those who were exposed to the
activity –providing the precise size of the audience
and effect of social TV to TV programming.
SocialGuide, recently acquired by Nielsen and NM
Incite, currently captures Twitter TV activity for all
U.S. programming across 234 TV channels in
English and Spanish, and more than 36,000
programs. Through a sophisticated classification
process, SocialGuide matches Tweets to TV
programs to offer key social TV metrics including
the number of unique Tweets associated with a
given program and rankings for the most social
TV programs.
ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE: NLSN) is a global
information and measurement company with
leading market positions in marketing and
consumer information, television and other
media measurement, online intelligence, mobile
measurement, trade shows and related
properties. Nielsen has a presence in
approximately 100 countries, with headquarters
in New York, USA and Diemen, the Netherlands.
For more information, visit www.nielsen.com
and follow @nielsenwire.
ABOUT TWITTER
Founded in 2006, Twitter is a real-time
information service on which people around the
world can post ideas, comments and news, plus
photos and videos, in 140 characters or less. The
service can be accessed through a variety of
methods, including Twitter.com, text messaging,
and desktop, mobile, and web applications.
Twitter is available in more than 33 languages.
Visit www.twitter.com or follow @twitter for
more information.

Photo via Onwardstate
Source: Nielsen

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