In a nod to second screen viewing habits, where viewers interact with their laptops, tablets or smart phones while watching TV, Nielsen has partnered with Twitter to create the “Nielsen Twitter Rating.”
The new ratings system will allow TV stations to measure both who is watching their show and who is talking about it in the social media sphere, which may help advertisers and TV stations alike engage with their audiences more effectively.
“Twitter has become the world’s digital water cooler, where conversations about TV happen in real time,” 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.”
“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.”
The new ratings system is expected to roll out in Fall of next year. You can view the entire announcement by clicking here.