Microblogging site Twitter and audience measurement systems developer Nielsen Media Research yesterday announced they had entered into an agreement with Twitter to create the “Nielsen Twitter TV Rating”.
Twitter reports that this will be an industry-standard metric that is based entirely on Twitter data.
Under this agreement, Nielsen and Twitter will deliver a syndicated-standard metric around the reach of the TV conversation on Twitter. This information will be available commercially at the start of the autumn (USA) 2013 TV season.
In a statement, Head of Media at Twitter, Chloe Sladden said: “As the experience of TV viewing continues to evolve, our TV partners have consistently asked for one common benchmark from which to measure the engagement of their programing. This new metric is intended to answer that request, and to act as a complement and companion to the Nielsen TV rating.”
Steve Hasker, President, Global Media Products and Advertiser Solutions at Nielsen said: “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.
“As a media measurement leader we recognize that Twitter is the preeminent source of real-time television engagement data.”
Sladden concluded: “Ultimately, we have one goal for this new metric: to make watching TV with Twitter even better for you, the TV fan. I look forward to sharing more about this effort in the months to come.”