As streaming and DVRs have upended traditional Nielson TV ratings, the viewership measurement company has found a strategic new ally: Twitter.
The pair will produce a new metric called the Nielsen Twitter TV Rating, which will measure real-time social activity tied to individual TV programs. Nielson didn’t reveal much else about the new initiative, other than to say it will be built into its existing social media analytics.
The new ratings will be a much-needed digital product upgrade for Nielsen and a new metric for networks to push on advertisers.
For viewers, the partnership will mean even more social integration with popular, conversation-starting programming. Already, many shows air with corresponding hashtags throughout and constant reminders to find other fans on social networks.