Nielsen and Twitter have 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 measurement of the reach of the TV conversations 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 of 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 compliment Nielsen’s existing TV ratings, giving
TV networks and advertisers real-time metrics to understand TV audience social
activity.
“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.”
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.
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