Twitter and Nielsen create social TV ratings

December 18, 2012 10.25 Europe/London By Julian Clover

Nielsen, the benchmark of US TV audience figures, has teamed with Twitter to define social TV audience measurement and analytics.

The Nielsen Twitter Rating comes as a result of a multi-year agreement between the two companies and will launch ahead of the autumn TV season next year.

“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, Global Media Products and Advertiser Solutions at Nielsen.

“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,” added Chloe Sladden, Twitter’s vice president of media.

The Nielsen Twitter TV Rating has been designed to complement Nielsen’s existing TV ratings, giving TV networks and advertisers the real-time metrics required to understand TV audience social activity. These ratings will build on top of NM Incite’s SocialGuide audience engagement analytics platform. NM Incite is a joint venture between Nielsen and McKinsey & Co., and the hub of Nielsen’s social media analytics efforts.

SocialGuide, recently acquired by Nielsen and NM Incite, currently captures Twitter TV activity for all US programming across 234 TV channels in English and Spanish, and more than 36,000 programmes.