Nielsen and Twitter Establish Social TV Rating

  Nielsen and Twitter Establish Social TV Rating

Exclusive Agreement Creates “Nielsen Twitter TV Rating,” the Definitive Reach
           Metric for Social TV Audience Measurement and Analytics

Business Wire

NEW YORK & SAN FRANCISCO -- December 17, 2012

Nielsen, a leading global provider of information and insights into what
consumers watch and buy, and Twitter today announced an exclusive multi-year
agreement to create the “Nielsen Twitter TV Rating” for the US market. Under
this agreement, 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.

“The Nielsen Twitter TV Rating is a significant step forward for the industry,
particularly as programmers develop increasingly captivating live TV and new
second-screen experiences, and advertisers create integrated ad campaigns that
combine paid and earned media,” said Steve Hasker, President, Global Media
Products and Advertiser Solutions at Nielsen. “As a media measurement leader
we recognize that Twitter is the preeminent source of real-time television
engagement data.”

“Our users love the shared experience of watching television while engaging
with other viewers and show talent. Twitter has become the world'sdigital
water cooler, whereconversations 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.”

TV viewers discuss TV on Twitter, creating a new dynamic between audiences and
programming. The service’s more than 140 million active users send one billion
Tweets every two and a half days, the vast majority of which is public and
conversational, making Twitter data a necessity in producing standardized
metrics representing online and mobile conversations about television.

The Nielsen Twitter TV Rating will serve to complement Nielsen’s existing TV
ratings, giving TV networks and advertisers the real-time metrics required to
understand TV audience social activity. These ratings will build on top of NM
Incite’s SocialGuide audience engagement analytics platform. NM Incite is a
joint venture between Nielsen and McKinsey & Co., and the hub of Nielsen’s
social media analytics efforts.

“The proliferation of smartphones and tablets has generated a substantial
‘connected’ TV audience that is simultaneously watching television and
accessing the Internet through these devices. This, in turn, will continue to
create the opportunity for content providers like CBS to offer engaging
interactive features for our viewers. As this form of viewer engagement
evolves into a mainstream activity, it presents ways for CBS to enhance the
viewing experience for our viewers and our advertisers. We are already engaged
with Nielsen and Twitter in a program of research and experimentation in this
exciting new area,” said David F. Poltrack, Chief Research Officer, CBS
Corporation. “We are pleased to see Nielsen and Twitter join together to
provide a comprehensive measurement system that will allow us to employ these
social networking tools to their full advantage."

“Twitter is a powerful messenger and a lot of fun for fans of our shows,
providing them with the opportunity to engage, connect and voice their
opinions directly to each other and us,” said Peter Rice, Chairman and CEO,
Fox Networks Group. "Combining the instant feedback of Twitter with Nielsen
ratings will benefit us, program producers, and our advertising partners.”


The Nielsen Twitter TV Rating will 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.

SocialGuide, recently acquired by Nielsen and NM Incite, currently captures
Twitter TV activity for all U.S. programming across 234 TV channels in English
and Spanish, and more than 36,000 programs. Through a sophisticated
classification process, SocialGuide matches Tweets to TV programs to offer key
social TV metrics including the number of unique Tweets associated with a
given program and rankings for the most social TV programs.


Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement
company with leading market positions in marketing and consumer information,
television and other media measurement, online intelligence, mobile
measurement, trade shows and related properties. Nielsen has a presence in
approximately 100 countries, with headquarters in New York, USA and Diemen,
the Netherlands. For more information, visit  and follow


Founded in 2006, Twitter is a real-time information service on which people
around the world can post ideas, comments and news, plus photos and videos, in
140 characters or less. The service can be accessed through a variety of
methods, including, text messaging, and desktop, mobile, and web
applications. Twitter is available in more than 33 languages. Visit or follow @twitter for more information.

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