Twitter has teamed up with the leading provider of information and insights into what consumers watch and buy, Nielsen, to create the “Nielsen Twitter TV Rating” for the US market to measure a TV program's engagement.
Over 140 million active Twitter users send up to one billion Tweets every two and a half days, the vast majority of which are public and conversational. Twitter data is said to be a necessary to produce standardized metrics featuring online conversations about television.
“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,” President, Global Media Products and Advertiser Solutions at Nielsen Steve Hasker explained in a press-release.
“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,” Twitter’s vice president of media Chloe Sladden added.
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’s social activity.