Nielsen & Twitter Partner to Launch Groundbreaking Twitter TV Ratings
In a landmark move for social TV analytics, Nielsen and Twitter have announced a strategic partnership to develop the Nielsen Twitter TV Rating – a new industry standard for measuring TV show engagement on Twitter. This innovative metric aims to quantify the full impact of social conversations around television programming.
Key Details of the Partnership
- Launch Timeline: The rating system will become commercially available in Fall 2013
- Measurement Scope: Will track both active participants in TV-related Twitter conversations and passive viewers exposed to these discussions
- Platform Foundation: Built on NM Incite’s SocialGuide platform (Nielsen-McKinsey joint venture acquired in November 2012)
Why This Matters for the TV Industry
Twitter’s Head of Media, Chloe Sladden, emphasized that media partners have been seeking “one common benchmark” to measure program engagement. The new rating system promises to:
- Provide precise audience measurement for social TV activity
- Complement traditional Nielsen TV ratings
- Offer insights into the effectiveness of integrated advertising campaigns
Steve Hasker, Nielsen’s President of Global Media Products, highlighted the system’s potential:
“The Nielsen Twitter TV Rating is a significant step forward… particularly as programmers develop increasingly captivating live TV and new second-screen experiences.”
Industry Implications and Competitive Landscape
This development comes as:
- Startups like Bluefin Labs have pioneered social TV analytics
- Twitter and Nielsen previously collaborated on brand advertising impact studies (October 2012)
- The industry seeks more sophisticated ways to measure cross-platform engagement
Bluefin Labs CEO JP Maheu commented on the announcement:
“Bluefin Labs remains focused on driving new innovations in social TV analytics… by providing rich and actionable multi-dimensional analytics.”
What’s Next for Social TV Measurement?
While specific methodology details remain undisclosed, this partnership signals:
- Growing recognition of Twitter’s role in TV engagement
- Increasing demand for unified social TV metrics
- Potential for more sophisticated ad campaign measurement
The Nielsen Twitter TV Rating could fundamentally change how networks, advertisers, and content creators understand and leverage audience engagement in the social media age.
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