Nielsen, Twitter establish social TV rating
It’s an exclusive multi-year agreement to create the “Nielsen Twitter TV Rating” for the US. 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.
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 JV between Nielsen and McKinsey & Co.
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.
“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 Poltrack, Chief Research Officer, CBS Corp. “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.”