Twitter, Nielsen Will Create A New Social TV Rating Metric

twitter-tv-200pxThis is a coup for Twitter: The company is partnering with Nielsen to become the first arbiter of the most socially successful U.S. TV programs.

The companies have a new multi-year agreement to create the “Nielsen Twitter TV Rating,” a measurement that Nielsen says will serve as a complement to its existing TV ratings. While the latter measures “first screen” viewership (i.e., on the television), the new Twitter TV Rating will serve as an industry-standard metric for “second screen” activity — i.e., the reach of conversation on Twitter about TV programs.

I called it a “coup” for Twitter earlier because it’s formal recognition that Twitter beats Facebook, Google+ and all other social networks when it comes to second screen activity. In the release, Nielsen’s Steve Hasker calls Twitter ” the preeminent source of real-time television engagement data.”

More importantly, it’s a coup from a business and advertising perspective: Twitter becomes the default way that not only TV networks, but also their advertisers and Twitter’s advertisers, can formally measure their second screen success. Twitter’s Chloe Sladden says the company’s TV partners have been asking for a way to measure viewer engagement and the new metric can “help broadcasters and advertisers create truly social TV experiences.”

When that starts to happen, and there are metrics to measure it, dollars will follow.

The Nielsen Twitter TV Rating metric is expected to launch at the start of the fall 2013 TV season.

There’s more discussion on Techmeme.

(Stock image via Used under license.)

Related Topics: Channel: Analytics | Marketing Tools: Analytics | Social Media Marketing | Top News | Twitter | Twitter: Business Issues


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • igobydoc

    This is pretty cool news.. now will networks look at this data before they cancel an awesome show that is not getting high live ratings? Or will they look at Twitter as a more accurate view of the pathetic current (I mean archaic) Nielsen system?

    Tired of my favorite shows getting cancelled. =)


  • vincewt

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