Nielsen launches ‘Nielsen Twitter Tv Ratings’

8th October 2013 | By Mouseworld Now Correspondent |

New Delhi, India, October 8, 2013: Nielsen, a global information and measurement company, announced the commercial launch of Nielsen Twitter TV Ratings, the first-ever measure of the total activity and reach of TV-related conversation on Twitter. Nielsen Twitter TV Ratings measure not only “authors”-the number of people tweeting about TV programs-but also the much larger “audience” of people who actually view those Tweets.

Initial analysis of Nielsen Twitter TV Ratings reveals that the Twitter TV audience for an episode is, on average, 50 times larger than the authors who are generating Tweets. For example, if 2,000 people are tweeting about a program, 100,000 people are seeing those Tweets. This multiplier varies across programs, with early data showing the ratio of the audience to the authors generally decreases (meaning the multiplier is smaller) as the number of authors for an episode increases. This is due to the increasing overlap of followers for shows with a large number of Twitter authors, where a single follower is increasingly likely to follow multiple authors.

Twitter conversation about live TV in the U.S. has grown dramatically over the past two years-19 million unique people in the U.S. composed 263 million Tweets about live TV in Q2 2013 alone, a 24 percent year-over-year increase in authors and a 38 percent increase in Tweet volume, according to SocialGuide. Until now, only the amount of Tweets and respective Twitter authors has been measurable. Without a measurement of the audience of people who view those Tweets, TV networks, advertisers and agencies were left wondering about the true reach and influence of TV-related activity on Twitter. Nielsen Twitter TV Ratings complete the picture by measuring both Twitter TV-specific activity (Authors, Tweets) and reach (Unique Audience, Impressions).

Nielsen Twitter TV Ratings enable TV networks to measure the full Twitter engagement surrounding their programs, to measure the effectiveness of Twitter TV-related audience engagement strategies, and to better understand the relationship between Twitter and tune-in. Additionally, Nielsen Twitter TV Ratings assist agencies and advertisers in making data-driven media planning and buying decisions that incorporate the full impact of Twitter TV.

Steve Hasker, president, global product leadership, Nielsen, said, “Along with Nielsen’s existing SocialGuide solutions for Twitter TV measurement, analytics and engagement, Nielsen Twitter TV Ratings represent Nielsen’s latest innovation in enabling the media industry to harness the power of social media. “The Nielsen Twitter TV Ratings are a powerful measurement with far reaching implications for the industry. It’s exciting that investments are being made to build 360 degree engagement-and drive passion from viewers-around programming. This holistic measure of how Twitter activity influences TV engagement will bring clarity to the value of those efforts.”

Built on the SocialGuide platform, Nielsen Twitter TV Ratings are available for TV programming across over 215 English-language U.S. broadcast and cable networks. Nielsen is currently working with Twitter to accurately measure and report Spanish-language networks. Nielsen Twitter TV Ratings are a separate set of measures that complement traditional National TV Ratings. They do not change the traditional National TV Ratings.

Nielsen Twitter TV Ratings deliver overnight metrics into two platforms: SocialGuide Intelligence and Nielsen National TV View. In addition, Nielsen Twitter TV Ratings Weekly Top Ten list will be available at SocialGuide.com, highlighting the highest-ranking episodes by Twitter TV audience on a weekly basis.

 

© Mouseworld Now News Service

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