TV Remains One Step Ahead
Nielsen and Twitter have jointly announced they will deliver a syndicated-standard metric around the reach of the TV conversation on Twitter. The "Nielsen Twitter TV Rating" will be available at the start of the 2013 TV season.
Twitter Vice President for Media Chloe Sladden said, “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.”
CBS Corp's Chief Research Officer David Poltrack said, “The proliferation of smartphones and tablets has generated a substantial ‘connected’ TV audience that is simultaneously watching television and accessing the Internet through these devices. This, in turn, will continue to create the opportunity for content providers like CBS to offer engaging interactive features for our viewers. As this form of viewer engagement evolves into a mainstream activity, it presents ways for CBS to enhance the viewing experience for our viewers and our advertisers."