Nielsen, Twitter To Gauge TV's Social Reach
Nielsen and social media network Twitter have signed a multiyear agreement to create the “Nielsen Twitter TV Rating” for the U.S. market, the companies announced today.
Under the new agreement, Nielsen and Twitter will deliver a syndicated-standard metric based on the reach of the TV conversation on Twitter. The new metric is slated to make its debut 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,” Steve Hasker, president of global media products and advertiser solutions at Nielsen, said in a statement. “As a media measurement leader we recognize that Twitter is the preeminent source of real-time television engagement data.”
The Nielsen Twitter TV Rating will complement the ratings company’s existing TV ratings, allowing networks and advertisers to understand TV audience social activity. These ratings will build on top of NM Incite’s SocialGuide audience engagement analytics platform, Nielsen said. NM Incite is a joint venture between Nielsen and McKinsey & Co., and the hub of Nielsen’s social media analytics efforts.