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Twitter and Nielsen to Rate TV Shows by New Measure

December 17, 2012

I scour the advertising trade publications daily to see what is going on in the marketing media world and today I thought this article was worth sharing. To me it seems, “It’s about time!” I imagine my friend @JenniHogan would agree. But I know things take time… Glad to see that this is happening. It makes a lot of sense to me. What I’d really like to see though is an engagement monitoring of Facebook. I believe that there are more conversations happening via Facebook. Twitter is great. But I think people are less engaged on Twitter because it’s so loud. Too much noise deters people from having meaningful conversation. Facebook has much more intentional, consistent interaction. I can’t hardly check my feed on a night with a great TV show without reading many posts about the program. What do you think?
-Robin

Twitter said Monday that it has struck an agreement with Nielsen to create a “Nielsen Twitter TV Rating” that will measure the total audience for social TV activity on Twitter, including both people who comment and people who are exposed to their comments.

“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 programming,” said Chloe Sladden, VP-media at Twitter, in a post on Twitter’s blog. “This new metric is intended to answer that request, and to act as a complement and companion to the Nielsen TV rating.”

Networks and marketers have indeed been closely scrutinizing and encouraging social-media activity around TV shows. It has remained unclear in many instances how much benefit social chatter ultimately provides for ratings or advertisers, but something closer to an industry-standard gauge could be one step in better understanding that equation.

Twitter has been getting more serious about TV, signaled in part by the hiring of industry veteran Fred Graver this summer as head of TV. Mr. Graver discussed a potential Twitter rating for TV at the Ad Age Social Engagement/Social TV Conference in October (see that video here).

Read the rest of the article on Advertising Age’s website here.

 

 

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