Initial analysis of Nielsen Twitter TV Ratings reveals that the Twitter TV audience for an episode is, on average, 50 times larger than the authors who are generating Tweets. For example, if 2,000 people are tweeting about a program, 100,000 people are seeing those Tweets. This multiplier varies across programs, with early data showing the ratio of the audience to the authors generally decreases (meaning the multiplier is smaller) as the number of authors for an episode increases. This is due to the increasing overlap of followers for shows with a large number of Twitter authors, where a single follower is increasingly likely to follow multiple authors.
Nielsen Twitter TV Ratings enable TV networks to measure the full Twitter engagement surrounding their programs, to measure the effectiveness of Twitter TV-related audience engagement strategies, and to better understand the relationship between Twitter and tune-in. Additionally, Nielsen Twitter TV Ratings assist agencies and advertisers in making data-driven media planning and buying decisions that incorporate the full impact of Twitter TV.
“We are just beginning to understand the dynamic relationship between social media and television,” says Beth Rockwood, senior vice president, market resources and ad sales research at Discovery Communications. “The ‘Talking Social TV’ Study’ conducted through the Council for Research Excellence (CRE) has demonstrated that, particularly for ‘TV Super Connectors’, social media is an integral part of their relationship with television, and that different demographics and genres behave in unique ways. New tools, like the Nielsen Twitter TV Ratings, that allow us to further investigate the relationship between individual programs and social media will bring new insights and raise new questions. We look forward to having the opportunity to look at the new broadcast season through the lens of Nielsen Twitter TV Ratings.”
“Social TV is transforming TV from something we watch to something we do,” says Graeme Hutton, senior vice president of research, Universal McCann. “The potential value of SocialGuide and Nielsen Twitter TV Ratings is that it provides a pathway for an advertiser to turn audience energy into brand momentum. In particular, it should be valuable in developing brand activation strategies, and highlighting potential new programming areas for brands which may have previously been viewed as outside their comfort zone.”
"Our recent real-time marketing activities across brands like Oreo, Wheat Thins and Trident have shown us how live engagement can drive brand loyalty and business growth. But Nielsen Twitter TV Ratings are opening up a whole new world: they enable us to amplify our brand messages by taking full advantage of social TV engagement," said Bonin Bough, vice president, global media and consumer engagement at Mondel?z International. "Knowing in advance what the effective Twitter TV engagement is around key events is game-changing and will enable us to connect even more efficiently with our consumers."
Along with Nielsen’s existing SocialGuide solutions for Twitter TV measurement, analytics and engagement, Nielsen Twitter TV Ratings represent Nielsen’s latest innovation in enabling the media industry to harness the power of social media. “The Nielsen Twitter TV Ratings are a powerful measurement with far reaching implications for the industry,” said Steve Hasker, president, global product leadership, Nielsen. “It’s exciting that investments are being made to build 360 degree engagement—and drive passion from viewers—around programming. This holistic measure of how Twitter activity influences TV engagement will bring clarity to the value of those efforts.”
Built on the SocialGuide platform, Nielsen Twitter TV Ratings are available for TV programming across over 215 English-language U.S. broadcast and cable networks. Nielsen is currently working with Twitter to accurately measure and report Spanish-language networks. Nielsen Twitter TV Ratings are a separate set of measures that complement traditional National TV Ratings. They do not change the traditional National TV Ratings.
Nielsen Twitter TV Ratings deliver overnight metrics into two platforms: SocialGuide Intelligence and Nielsen National TV View. In addition, Nielsen Twitter TV Ratings Weekly Top Ten list will be available at SocialGuide.com, highlighting the highest-ranking episodes by Twitter TV audience on a weekly basis.
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