Nielsen has officially launched its Nielsen Twitter TV Ratings, which it describes as the first measure of the total activity and reach of TV-related conversation on Twitter.
Nielsen Twitter TV Ratings measure the number of people tweeting about TV shows as well as the much larger ‘audience’ of people who actually view those Tweets.
“We are just beginning to understand the dynamic relationship between social media and television,” said Beth Rockwood, senior vice president, market resources and ad sales research at Discovery Communications in a statement accompanying the launch of the Nielsen Twitter TV Ratings. “The ‘Talking Social TV’ Study conducted through the Council for Research Excellence (CRE) has demonstrated that, particularly for ‘TV Super Connectors,’ social media is an integral part of their relationship with television, and that different demographics and genres behave in unique ways. We look forward to having the opportunity to look at the new broadcast season through the lens of Nielsen Twitter TV Ratings.”
The official commercial launch of the service, which was first announced in December of 2012, comes at a time when TV channels are looking to expand their second screen and social media efforts.
Early data from the Nielsen Twitter TV Ratings indicates that social media activity related to Twitter continues to grow, with the number of Tweets related to TV growing 38 per cent from 190 million in the second quarter of 2012 to 263 million in the second quarter of 2013, according to Nielsen’s SocialGuide. The number of people (authors) tweeting about TV also grew 24 per cent to 19 million during the same period.
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