December 20, 2012

Nielsen (the global measurement company) has formed a partnership with Twitter to publish a new set of standardised ratings for ‘second screen’ conversations around what’s on television in 2013 in the U.S. The exclusive multi-year agreement will create a ‘social TV metric’ that will measure the reach of the TV conversion on Twitter, including online and mobile conversations. This metric will compliment TVRs which measure ‘first-screen’ viewership.

Increasingly clients are demanding integrated campaigns that work seamlessly across a variety of platforms allowing for multiple touchpoints along a consumers journey, and they want to be able to measure both their paid investment and the impact of their earned media.

This collaboration between Nielsen and Twitter, firmly cements Twitter as the preeminent social network source of real-time television engagement data. The real-time Twitter feeds and trending topics has created a new dynamic between audiences and programming and this new metric will provide unprecedented information on social interaction and engagement in particular shows.

This is a significant step forward for the industry and it will be interesting to see what comes of this and if advertisers increase spend off the back of it.


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