Nielsen and Twitter Establish Social TV Rating

Categories: Network TV Press Releases

Written By

December 17th, 2012

 

Will these make a difference to which shows get cancelled or renewed?

via press release:

Exclusive Agreement Creates “Nielsen Twitter TV Rating,” the Definitive Reach Metric for Social TV Audience Measurement and Analytics

NEW YORK and SAN FRANCISCO, December 17, 2012 – Nielsen, a leading global provider of information and insights into what consumers watch and buy, and Twitter today announced an exclusive multi-year agreement to create the “Nielsen Twitter TV Rating” for the US market. Under this agreement, Nielsen and Twitter will deliver a syndicated-standard metric around the reach of the TV conversation on Twitter, slated for commercial availability at the start of the fall 2013 TV season.

“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,” said Steve Hasker, President, Global Media Products and Advertiser Solutions at Nielsen. “As a media measurement leader we recognize that Twitter is the preeminent source of real-time television engagement data.”

“Our users love the shared experience of watching television while engaging with other viewers and show talent. 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,” said Chloe Sladden, Twitter’s vice president of media. “This effort reflects Nielsen's foresight into the evolving nature of the TV viewing experience, and we’re looking forward to collaborating with Twitter ecosystem partners on this metric to help broadcasters and advertisers create truly social TV experiences.”

TV viewers discuss TV on Twitter, creating a new dynamic between audiences and programming. The service’s more than 140 million active users send one billion Tweets every two and a half days, the vast majority of which is public and conversational, making Twitter data a necessity in producing standardized metrics representing online and mobile conversations about television.

The Nielsen Twitter TV Rating will serve to complement Nielsen’s existing TV ratings, giving TV networks and advertisers the real-time metrics required to understand TV audience social activity. These ratings will build on top of NM Incite’s SocialGuide audience engagement analytics platform.  NM Incite is a joint venture between Nielsen and McKinsey & Co., and the hub of Nielsen’s social media analytics efforts.

“The proliferation of smartphones and tablets has generated a substantial ‘connected’ TV audience that is simultaneously watching television and accessing the Internet through these devices. This, in turn, will continue to create the opportunity for content providers like CBS to offer engaging interactive features for our viewers.  As this form of viewer engagement evolves into a mainstream activity, it presents ways for CBS to enhance the viewing experience for our viewers and our advertisers.  We are already engaged with Nielsen and Twitter in a program of research and experimentation in this exciting new area,” said David F. Poltrack, Chief Research Officer, CBS Corporation. “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."

“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,” said Peter Rice, Chairman and CEO, Fox Networks Group. "Combining the instant feedback of Twitter with Nielsen ratings will benefit us, program producers, and our advertising partners.”

ABOUT THE NIELSEN TWITTER TV RATING

The Nielsen Twitter TV Rating 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 – both those participating in the conversation and those who were exposed to the activity –providing the precise size of the audience and effect of social TV to TV programming.

SocialGuide, recently acquired by Nielsen and NM Incite, currently captures Twitter TV activity for all U.S. programming across 234 TV channels in English and Spanish, and more than 36,000 programs.  Through a sophisticated classification process, SocialGuide matches Tweets to TV programs to offer key social TV metrics including the number of unique Tweets associated with a given program and rankings for the most social TV programs.

ABOUT NIELSEN

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com and follow @nielsenwire.

ABOUT TWITTER

Founded in 2006, Twitter is a real-time information service on which people around the world can post ideas, comments and news, plus photos and videos, in 140 characters or less. The service can be accessed through a variety of methods, including Twitter.com, text messaging, and desktop, mobile, and web applications. Twitter is available in more than 33 languages. Visit www.twitter.com or follow @twitter for more information.

 
  • atlanta

    Will be very interesting to see how this folds out, are US advertisers really going to care about non US viewers habits and how do you verify the usual demographics the advertisers want. Very interesting indeed.

  • Jeff (Canada)

    OK so what does this mean for the renewal/cancellation of TV shows?

    I mean, it’ll be nice for network PR people to be able to say “our 9pm hour was the most talked about”, but really that’s pretty meaningless.

  • http://tvbythenumbers.com Bill Gorman

    “Will be very interesting to see how this folds out, are US advertisers really going to care about non US viewers habits and how do you verify the usual demographics the advertisers want. Very interesting indeed.”

    US advertisers (aka, the folks who pay the bills) will continue to care only about the number of people who see their ads.

    “OK so what does this mean for the renewal/cancellation of TV shows?”

    I’d be surprised if it means anything other than a new Fan Excuse Bingo square that I will now christen “But It Had A Great Social TV Rating!”

  • kyle

    It means that Community will be #1 every week

  • Oliver

    This makes the jobs of press release writers so much easier.

    @kyle

    Don’t be silly, Community won’t make it to Fall 2013.

  • MDM

    Thought this was another April Fools joke then realized it’s December. Never underestimate the power of social media.

  • Max Vrany

    @Bill, social media was already a square. It’s the fact that these are Nielsen numbers that I think could cause confusion from misinformed fans.

  • Baqinardo

    That means Xfactor will be #1.
    And also it’ll prove these ratings will be meaningless.
    You know bcoz, during Xfactor, i can see Britney fans outside US also participate.

    Lady gaga needs to online every week to help his boyfriend.
    So Chicago Fire will be #1 too. Haha…

  • AppleStinx

    Hopefully they will be able to segregate Twitter users from Brazil (I think from China as well) or the CW may become the most popular network in the U.S.

  • Jerry

    It will be interesting to see how this works. Will they go off of a mention of the show in a Tweet? Will it use the hashtags that are on screen during every show now? How will they keep people from spamming tweets to up the rating? (The last one I guess you could put on a limit of unique users per x period of time).

  • juliedawn

    It’s already causing confusion on Twitter from what I see – fans of certain shows saying “see our tweets do matter” and “now we’ll be renewed for sure”.

  • http://tvbythenumbers.com Bill Gorman

    “It’s already causing confusion on Twitter from what I see – fans of certain shows saying “see our tweets do matter” and “now we’ll be renewed for sure”.”

    Ah, desperate fan confusion, it smells like more pageviews!

  • http://tvbythenumbers.com Bill Gorman

    “social media was already a square.”

    Yes, but now it’s official!

  • BigDirtFace88

    This means nothing.

  • Phill

    a new era!

  • Misha Lauenstein

    I thought at first that this article was saying that Twitter was going to start tweeting streaming TV shows in 1080p: with a maximum 140 characters worth of dialogue, of course.

    So you could tweet the first forty minutes of the Miami Vice pilot.

    Or design highly crafted storylines surrounding 140 character episodes.

    But sadly, no, this article is about something boring instead.

  • silvit

    @Baqinardo

    Foreign users are not counted. If you check SocialGuide, you can see that they already only take into account US users -unlike Trendrr.Tv, hence the difference in their lists and number of mentions (other than including GetGlue in trendrr.tv analysis).

    And by the way, wasn’t GetGlue the new way to track social engagement? ;-)

  • BxActor

    Oh this will be something to watch unfold

  • EatMorePez

    So tweets along the lines of: “I’ve never watched an episode of The Big Bang Theory in my life” or “My grandmother’s never heard of Jersey Shore” will be included in all of this? And how will shows with simple titles like Castle or Arrow, not be impacted by people tweeting about actual castles or arrows?

  • http://tvbythenumbers.com Amanda Kondolojy

    And how will shows with simple titles like Castle or Arrow, not be impacted by people tweeting about actual castles or arrows?

    I get your point, but that was unintentionally hilarious. Med students will give huge boosts to Grey’s Anatomy! Washington politicians will ensure Scandal is renewed forever! Chaos!

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