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Nielsen Twitter TV Rating: New Metric For Viewer Conversation

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Nielsen Twitter TV Rating launches.
Nielsen Twitter TV Rating launches.

The Nielsen Twitter TV Rating is almost here. Nielsen, the media company that charts what viewers watch on TV, has partnered with Twitter to launch the Nielsen Twitter TV Rating to chart the conversations about shows on the social platform in the US. The new metric will launch for the fall 2013 TV seasons.

Nielsen Twitter TV Rating will measure the total audience for social TV activity, including participants and users who are exposed to the activity. According to Nielsen, this will provide the "precise size of the audience and effect of social TV to TV programming."

“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," Steve Hasker, president of global media products and advertiser solutions at Nielsen, said in a statement. "As a media measurement leader we recognize that Twitter is the preeminent source of real-time television engagement data."

According to Nielsen, the Twitter TV Rating will serve to complement Nielsen’s existing TV ratings. The tool is described as "giving TV networks and advertisers the real-time metrics required to understand TV audience social activity."

“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," Chloe Sladden, vice president of media at Twitter, said in a statement. "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."

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