Twitter, Nielsen pair up to publish new 'social TV' ratings
SAN FRANCISCO (REUTERS) - Nielsen Holdings NV, the television viewership measurement company, said on Monday it will partner with Twitter to publish a new set of ratings that measure chatter on Twitter about TV programming.
The new measurement, dubbed the "Nielsen Twitter TV Rating", seeks to tap into the stream of viewer commentary and armchair musings generated on "second screens" - the smartphones and tablets perched on Twitter users' laps while they watch, say, Monday Night Football or the latest episode of Homeland on their TVs.
The new ratings, to be launched next fall, arrive at a moment when media and advertising industry executives say they are observing a shift in TV viewing habits that include the rise of second-screen use.
But significant questions remain for advertisers over how best to interpret the data and whether a Twitter ratings system is meaningful at all.