Ever since its debut in 2007, Twitter has taken the internet by storm–however, analysts could never know how the popular social network would impact television and viewership patterns. Now, with a new partnership between Nielsen and Twitter critics, journalists and network executives will have access to a new kind of metric that will go hand in hand with TV ratings.
The data, which is being called the Social TV Metric, will provide unprecedented information on what shows are creating the most social interaction on the popular micro-blogging site. While announced on Monday, the metric will not be available from Nielsen until the 2013 fall television 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 of Global Media Products at Nielsen. “As a media measurement leader we recognize that Twitter is the preeminent source of real-time television engagement data.”
The new rating metric will provide yet another layer of data for advertisers and network executives that will paint a more accurate picture of a television shows online reach and social interaction levels. Networks, of course, will use the new information to further sell advertising for their most popular shows.
This latest partnership with Twitter shows that Nielsen is rapidly working towards creating new ways to measure television viewership across multiple platforms. Last month they had acquired the company SocialGuide, which tracked Twitter for Television based tweets and activity.