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Nielsen to expand Twitter TV ratings to Australia
MUMBAI: Media measurement company Nielsen has announced plans to bring its Twitter TV solutions to Australia in the second half of 2014.
Nielsen’s Twitter TV solutions identify, capture and analyse conversation on Twitter in real time for every programme aired across over 250 U.S. television channels today. They are also scheduled to expand to Italy this fall. These solutions include Nielsen Twitter TV Ratings, the first-ever measure of the total activity (Tweets, Unique Authors) and reach (Impressions, Unique Audience) of TV-related conversation on Twitter, which will be produced via the exclusive, multi-year agreement that Nielsen and Twitter announced in December 2012.
Nielsen SocialGuide president Andrew Somosi said, “The consumer phenomenon of social TV—people connecting through social media to enhance how they watch live TV—continues as an important global trend. We’re excited to expand our Twitter TV solutions to Australia where the TV industry can use these insights to better understand consumer behavior, measure engagement efforts, and refine media planning and buying efforts.”
44 per cent of the online population in Australia participates in social TV, according to Nielsen’s Australian Connected Consumers Report 2014, using social media to react to and share their passions about their favourite TV programmes and stars with friends, family, and other fans in real time. In the U.S. today, Nielsen’s Twitter TV solutions enable more than 90 networks, agencies, and advertisers to measure, understand and act on this TV-related conversation on Twitter.
Nielsen’s Twitter TV solutions support TV networks in measuring the full Twitter engagement surrounding their programmes, quantifying the effectiveness of Twitter TV-related audience engagement strategies, and developing an understanding of the relationship between Twitter and tune-in. In expanding its Twitter TV solutions to this new market, Nielsen will also continue to support the needs of both global and local agencies and advertisers looking to make data-driven media planning and buying decisions that incorporate Twitter TV activity and reach.