TwitterNielsen

“Measurement is key,” writes the Los Angeles Times, in reference to the growing, tightening relationship between TV and social media. It’s increasingly important for advertisers, networks, and others, to have a deeper understanding of the volume of social participation and interactivity while users are watching TV.

With that in mind, Nielsen launched “Nielsen Twitter TV Rating,” with Twitter, to provide an industry-standard metric based on Twitter data. It just launched and here’s what it looks like:

nielsen

“The new Nielsen Twitter TV Ratings will take into account not only the people commenting on a TV episode, but also the broader universe of people exposed to those tweets,” according to the L.A. Times article. For perspective, “the measurement firm’s analysis found that the average Twitter audience for a show such as NBC’s singing competition “The Voice” is 50 times greater than the number of people tweeting.”

And for even broader perspective, to demonstrate Twitter’s TV range, the article points out that “some 19 million people in the U.S. produced 263 million tweets about TV in the second quarter this year, a 38% increase in volume of comments from a year earlier,” according to Nielsen’s report.

But volume on Twitter isn’t everything, writes Wired, and a Tweets don’t always correlate to higher ratings. ”It turns out the shows most seen on Twitter aren’t always the shows most seen on TV, and the discrepancy illustrates just how much more there is to learn about what a tweet about a TV show means. It also offers networks and advertisers a way to gauge the relationship between viewership and Twitter traffic, but knowing the volume of tweets is just the beginning, and there’s a lot of data in those tweets that’s still silent.”

And we think it’s just the beginning, too. It’s an exciting time for social TV, as shows and networks figure out how to gets fans’ attention through Tweets and hashtags, and while analysts figure out what that attention means to advertisers. There’s still plenty of room for improvement in understanding and measuring the relationship between social media and TV, but there’s no doubt in our minds that a social presence is an increasingly vital facet of overall show campaigns.

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