"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 and Advertiser Solutions at Nielsen. "As a media measurement leader we recognize that Twitter is the preeminent source of real-time television engagement data."
Over the last couple of years, Twitter has become a staple component in promoting TV shows, with advertisements and hashtags incorporated into the shows themselves. The Nielsen Twitter TV Rating will further complement that initiative, offering TV networks and advertisers a better understanding of TV viewers' social activity.
"Our users love the shared experience of watching television while engaging with other viewers and show talent," said Twitter's VP of Media Chloe Sladden. "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."