Nielsen and Twitter Partner On New TV Ratings System
Twitter and Nielsen have partnered on a TV ratings system that will be known as the “Nielsen Twitter TV Rating.” The data that will be measured will be based entirely on Twitter data rather than the standard Nielsen boxes that are placed in U.S. households. The new rating metric will be made available starting in the fall of 2013. It is being built on the SocialGuide platform created by NM Incite.
“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,” stated Twitter Head of Media Chloe Sladden. “This new metric is intended to answer that request, and to act as a complement and companion to the Nielsen TV rating.”
The Nielsen Twitter TV Rating metric will be very helpful because Nielsen boxes are generally hooked up to a small number of households in comparison to the overall viewership of a TV show. Extrapolating numbers based on a small subset of data generally is not reliable.
Another factor that makes Nielsen’s box trackers hard to use is that people are no longer watching TV shows on their TV sets. They are also watching shows on Hulu and Netflix. How do you track viewers based on that data? Twitter discussions and tweets of course.