updated 06:27 pm EST, Mon December 17, 2012
TV rating metric to be based entirely on Twitter data
Noted television ratings and market research group Nielsen announced today a multi-year partnership to create the "Nielsen Twitter TV Rating" for the US market. The partnership with Twitter will result in a new syndicated-standard metric that measures Twitter conversations about TV, and it will be available at the start of the fall 2013 television season.
Nielsen hopes to leverage the more than 140 million active Twitter users -- as well as the one billion tweets they send every two and a half days -- to gain new insights into viewer interactions with programming.
The Nielsen Twitter TV Rating will complement Nielsen's existing TV ratings, allowing broadcasters to see what shows are generating buzz among what groups. The results will also combine with metrics from NM Incite's SocialGuide audience engagement analytics platform, the product of a joint venture between Nielsen and McKinsey & Co.