The new TV rating standard: Nielsen + Twitter
Recently, the market research company Nielsen and Twitter made an agreement to propose an new TV rating standard based on Twitter chats in the U.S television market in the fall of 2013, The new standard is called "Nielsen Twitter TV Rating", it will be the complement of Nielsen's traditional rating standard.
Steve Hasker, president of Nielsen Global media advertising says "'Nielsen Twitter TV Rating" is a milestone in the entire television industry, Now not only television producers but also advertisers put some new requirements on us, They hope get more and more comprehensive understanding of the audience in 'second screen' in order to better serve the program production and advertising. Driven by this demand, Nielsen realizes Twitter should be the best choice if they want to measure the TV ratings on "second screen".
Indeed, in the United States, Twitter should be the best provider of the second screen ratings this is related to the habit of watching TV of American TV audience. Many people in the United States like interact with other audience on Twitter while watching TV programs. According to Twitter, more than 56 million Tweets about TV content are posted every day. Therefore, the data size is sufficient for the formation of the new rating standard.
U.S media analyst firm Horizon Media analyst Brad Adgate says advertisers will use Twitter rating as a useful reference for the popularity of one TV program, but its value will not be better than the existing rating survey.
However, Mark Burnett, executive producer of "The Voice" thinks that the traditional TV rating will be obsolete in five years. In addition, he also thinks that social media factor(such as Twitter) has played an important role in why "The Voice" is able to rank the top on Tuesday night among 18-year-old to 49-year-old audience.
Source : http://www.36kr.com/p/200233.html