Nielsen will factor social conversation from Twitter into its social TV analytics platform. The two companies said the joint venture will create a standard way to measure the social reach of TV shows and help better determine the size of their total audience.
Called the Nielsen Twitter TV Rating, the new ratings service will be part of SocialGuide, a social TV analytics platform that Nielsen and McKinsey & Co. acquired last month through their joint venture NM Incite. Nielsen said incorporating Twitter makes Social Guide a comprehensive measure of social TV activity, since it can measure both the audience for a televised program and the residual audience exposed to social activity regarding it.
Steve Hasker, Nielsen’s president of global media products and advertiser solutions, said, “The Nielsen Twitter TV 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.”
The service will be available in time for the start of the next TV season in fall 2013.