Ratings Agency Nielsen has joined hands with Twitter to create a one of its kind social media-based TV rankings, Nielsen announced. Based on the activity on the social networking website, ‘Nielsen Twitter TV Ranking’ will be produced jointly by Nielsen and Twitter. The thought behind this is that TV viewers discuss TV on Twitter, creating a new dynamic between audiences and programming. Over 140 million active users and one billion tweets sent out every two and a half days made it necessary to produce standardised metrics representing online and mobile conversations about television, said Nielsen’s report.
A new type of TV ranking
“Our users love the shared experience of watching television while engaging with other viewers and show talent. Twitter has become the world's digital water cooler, where conversations about TV happen in real time. Nielsen is who the networks rely on to give better content to viewers and clearer results to marketers,” said Chloe Sladden, Twitter’s Vice President of Media. “This effort reflects Nielsen's foresight into the evolving nature of the TV viewing experience, and we’re looking forward to collaborating with Twitter ecosystem partners on this metric to help broadcasters and advertisers create truly social TV experiences.”
Steve Hasker, President, Global Media Products and Advertiser Solutions at Nielsen, concurred with Sladden saying that as media measurement leaders, Nielsen recognised that Twitter is ‘the preeminent source of real-time television engagement data'.
The Nielsen Twitter ratings will complement Nielsen’s existing TV ratings giving TV networks and advertisers the real-time metrics required to understand TV audiences' social activity. These ratings will be looking out to enhance the social TV analytics and metrics available today from SocialGuide by adding the first-ever measurement of the total audience for social TV activity – both those participating in the conversation and those who were exposed to the activity – providing the precise size of the audience and effect of social TV to TV programming.
Twitter has taken up such new and path breaking ideas with open arms. Twitter has been constantly making changes to their existing services too. The social networking site is in the midst of rolling out a feature that allows you to download your tweet archive. Twitter confirmed that it has indeed begun rolling out the feature, but it is currently being tested with a ‘very small percentage’ of users. The new feature has appeared in the settings menu for some users, who said that users are allowed to ‘request your archive.’ Once activated, Twitter reportedly informs the user stating, “You can request a file containing your information, starting with your first tweet. A link will be emailed to you when the file is ready for download.”
Taking Instagram head-on, the micro-blogging site also tied up with photo editing app makers Aviary to release an update for Android through which users will be able to edit and refine their photos right from the app. Twitter has detailed four new enhancements – Filters, Take a bird’s-eye view, Frame the action and Auto enhance.
Nielsen and Twitter will deliver a syndicated-standard metric around the reach of the TV conversation on Twitter, slated for commercial availability at the start of the fall 2013 TV season.
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