Nielsen measuring Twitter chatter, with an eye on advertising

The analytics company is taking a closer look at the number of people who see TV-related tweets

How many eyes see a tweet about television? Nielsen wants to find out, and let marketers know so they can make more informed advertising decisions on Twitter.

On Monday the measurement company announced the launch of its Nielsen Twitter TV Ratings, a measurement system designed to give TV networks more information about how many eyes see TV-related tweets.

Previously, only the number of tweets about television programs could be measured, the analytics company said. But with the new system, networks can also find out how many people are actually seeing those tweets.

It's a question that apparently has eluded marketers for some time. "Without a measurement of the audience of people who view those tweets, TV networks, advertisers and agencies were left wondering about the true reach and influence of TV-related activity on Twitter," Nielsen said.

The answer: quite a lot. For an average program on TV, the Twitter audience is on average 50 times larger than the number of people generating tweets about it, Nielsen said. That means that if 2,000 people are tweeting about a show, 100,000 people are seeing those tweets. So their eyes might be glued to the television screen, but more TV watchers are also hanging on every tweet, the data show.

The number of people using Twitter to talk about television shows has also grown in the past two years, Nielsen said. Some 19 million people in the U.S. composed 263 million tweets about live TV in the second quarter of 2013, Nielsen said -- a 24 percent increase in authors and a 38 percent rise in tweet volume, according to data from SocialGuide.

The idea behind Nielsen's data is that by having more information about the reach of tweets, TV networks and marketers will be able to make better decisions about how to advertise on Twitter. If Nielsen's data service gains traction, it's a sign that Twitter may be able to generate potential revenue in the TV arena.

The idea is that the tweets could compel advertisers to shift more of their dollars to Twitter -- a company that is hard-pressed, with an initial public offering on the horizon, to monetize its site.

Beyond the basic numbers, Nielsen also wants to incorporate user demographic information into its data in the future. The company also wants its metrics to include the timing of impressions, to analyze the percent of tweets viewed during airtime.

Advertising is already a huge part of Twitter's business -- 85 percent of the company's sales were generated through advertising in 2012, according to IPO documents filed last week with the U.S. Securities and Exchange Commission.

But Twitter wants to keep its advertising business strong, and information like the data provided by Nielsen could provide a signal to marketers that their investment will pay off.

"Advertisers will not continue to do business with us, or they will reduce the prices they are willing to pay to advertise with us, if we do not deliver ads in an effective manner," Twitter said in its IPO documents.

Twitter has already partnered with TV broadcast networks like CBS, Fox, Bloomberg TV and BBC America for its Amplify advertising program. The program lets broadcasters place video from shows in users' feeds, along with advertising.

Nielsen's Twitter TV Ratings are available for TV programming across more than 215 English-language U.S. broadcast and cable networks, Nielsen said. The company is also working with Twitter to measure tweets around Spanish-language networks.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

yes AI should be a course so many People Use AI https://g-techsolutions.com...

M Abdullah Khan

Is AI on course to take over human creativity? - Modern creative - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.

Pooja Gupta

Donut King takes in-store marketing to the next digital level

Read more

this is very benefit for us we can through all the thing in this and its very benefit for city personhttps://g-techsolutions.com...

M Abdullah Khan

What does the Oculus Rift launch mean for marketers?

Read more

as we all known AI is very spread and alot of companies used ai and we take alot of work from AI https://g-techsolutions.com...

M Abdullah Khan

Making sense artificial intelligence - Food for thought - CMO Australia

Read more

virtual marketing have as much benefits as also disadvantageshttps://g-techsolutions.com...

M Abdullah Khan

The ethical debate facing marketers around virtual reality - Data-driven marketing - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in