December 18, 2012 07:39:59 GMT
The new audience metric called Nielsen Twitter TV Rating will gauge conversation about TV programming on the micro-blogging site.
Nielsen is teaming up with Twitter to create another tool that can be used as an indicator to determine TV shows' popularity. Called Nielsen Twitter TV Rating, the new audience metric will enhance the social TV analytics and metrics available today from SocialGuide by adding the first-ever measurement of the total audience for social TV activity.
"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," says Nielsen president of global media products and advertiser solutions Steve Hasker.
Hasker adds, "As a media measurement leader we recognize that Twitter is the preeminent source of real-time television engagement data." The new TV metric will be made available commercially at the start of the fall 2013 TV season.
"Twitter has become the world's digital water cooler, where conversations about TV happen in real time. Nielsen is who the networks rely on to give better content to viewers and clearer results to marketers," Chloe Sladden, Twitter's vice president of media, says of the joint project. "We're looking forward to collaborating with Twitter ecosystem partners on this metric to help broadcasters and advertisers create truly social TV experiences."
Several networks' bosses have supported this partnership as David F. Poltrack, Chief Research Officer of CBS Corporation, gushes, "We are pleased to see Nielsen and Twitter join together to provide a comprehensive measurement system that will allow us to employ these social networking tools to their full advantage."
Peter Rice, Chairman and CEO of Fox Networks Group, chimes in, "Twitter is a powerful messenger and a lot of fun for fans of our shows, providing them with the opportunity to engage, connect and voice their opinions directly to each other and us. Combining the instant feedback of Twitter with Nielsen ratings will benefit us, program producers, and our advertising partners."
Before announcing this TV metric, Twitter revealed Top 10 trending TV topics in 2012. "Family Guy" placed first, followed by #bb14 (the season finale of "Big Brother"). "American Dad!", "American Idol", "Pretty Little Liars" and "Saturday Night Live" were among other most tweeted topics, joined by "Boy Meets World" which recently grabbed headlines with plans for the sequel.