Nielsen Announces Twitter TV Rating Service
This morning, Nielsen formally unveiled a service they are calling “Twitter TV Ratings,” which will measure TV-related conversation on Twitter. In addition to tracking how many tweets about a show are written, Nielsen will also track the total audience for those tweets, or how many people saw tweets about a particular show or TV event.
Andrew Samosi, chief executive of SocialGuide (a company acquired by Nielsen last November), indicated in an interview that the number of tweets about any one show is really just the tip of the iceberg—the full iceberg being “the extent to which people are seeing those tweets.” For example, there were 1.2 million posts about the finale of Breaking Bad—but in total, those tweets were seen by 9.3 million people.
Nielsen’s move doesn’t come as a surprise, following two studies released by the group regarding Twitter/TV data, the latest of which indicated strong correlation between social media buzz and live ratings—specifically, that Twitter can drive people to tune in to a show. Studies are likely to confirm what has been suspected and noted anecdotally for some time: the more tweets you see about Sharknado, the more likely you are to watch it.
While no clients of the new service have yet been divulged, it seems likely that availability of data on “social TV” will have significant impact on the advertising strategies TV networks use on Twitter.
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