Australia will become the third country in the world to have Nielsen Twitter TV Ratings, measuring the total activity (Tweets, Unique Authors) and reach (Impressions, Unique Audience) of TV-related conversation on Twitter.
Slated for commercial availability in Australia in the second half of 2014, these will be measures separately to traditional television ratings, but may well complement and in some cases are likely to even contrast it.
Head of Nielsen’s Media Industry Group in Australia, Monique Perry said, “We are thrilled to make the announcement that Australia will be the third country globally for Nielsen to launch Nielsen Twitter TV Ratings. We have for some time been working with our clients in this market to understand their needs around TV-related social media engagement and activity – being able to deliver this world-leading solution is a great win for the Australia market.”
Steve Weaver, Research Director, Nine Network Australia said, “Having access to an accurate social media metric will empower networks, agencies, and advertisers to make data-driven decisions around content, programming and advertising, based on the true influence of the online conversation. We will no doubt see more products in this space, but Nielsen and Twitter are definitely ahead of the curve.”
“Social TV has transformed TV’s image from a lean back, relaxed media platform, to a real-time engagement environment,” Commented Chief Strategy Officer at MEC, James Hier. “What the industry has lacked is a recognised currency and tool to take advantage of this phenomenon at scale. Nielsen Twitter TV Ratings will act as a hotspot for audience energy, not just numbers, allowing marketers and agencies to approach how they evaluate and use programs in a more progressive way.”