Twitter and Nielsen signed an exclusive agreement to create a platform that calculates the definitive reach metric for social TV audience measurement and analytics.
The two companies, which partnered earlier in October to measure brand impact for Twitter, are now working on the the “Nielsen Twitter TV Rating” for the US market. The new industry-standard metric will be based entirely on Twitter data, and will serve to complement Nielsen’s existing TV ratings through SocialGuide.
SocialGuide is another recent acquisition by Nielsen (November 2012) to enhance the company’s ability to deliver comprehensive media measurement solutions. Currently, SocialGuide covers programming across 234 U.S. TV channels in English and Spanish, and over 36,000 programs. The platform platform provides insight on the social impact of TV, enabling networks to engage with the social fan base in real time.
According to Nielsen, the Nielsen Twitter TV Rating will enhance social TV analytics and metrics available today from SocialGuide by adding the first-ever measurement of the total audience for social TV activity. It will monitor both direct participants in the conversation, and those exposed to the activity, thus providing accurate data on audience size and effect of social TV on these audiences.
“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,” explained Steve Hasker, President, Global Media Products and Advertiser Solutions at Nielsen.
Twitter’s interest in video and TV content is not new. For the for bowl season, Twitter already partnered with ESPN and Ford to provide embedded replays from football games in posts sent via Twitter.
“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.
Where innovation is concerned, despite its 140 character limit, Twitter is becoming more and more a multimedia platform, than a microblogging platform.