Traditional ratings too out, social networking is the innovation

Absrtact: Nielsen's investigative company has just posted a message on its website that it has signed an exclusive agreement with Twitter to launch Nielsen-twitter ratings as a benchmark for future coverage of social networks that measure television. Meanwhile, the two sides said that in the fall of 2013

Nielsen has just signed an exclusive agreement with Twitter to launch the "Nielsen-twitter ratings" as a benchmark for future coverage of social networks that measure TV shows, according to Nelson's research firm. Meanwhile, the two sides said the target would be commercialized in the fall of 2013.

Traditional ratings too out, social networking is the innovation

Now, the traditional way of watching TV in front of the television has been subverted by the developed social network, the information flow on Twitter is the most direct reflection of TV program, and the social network users represented by Twitter have created the "second screen" experience revolution. and "Twitter ratings" is a supplement to Nielsen's current ratings system, which will be based on the SocialGuide platform provided by NM incite. SocialGuide is a start-up company that Nielsen and McKinsey's joint venture, NM incite, had just acquired last week, and the new york-based company focused on social media data mining, which covers 232 television channels across the United States (including English and Spanish channels), More than 30,000 social networking data for television programs.

The launch of Twitter ratings is a breakthrough for both TV providers and the advertising industry. Steve Hasker, president of Nielsen's global media product services and advertising solution, said, "as a leading media evaluator, we are fully aware that Twitter has become the most important source of real-time penetration data for TV programs." "In fact, Nielsen's research on social networking started early, and now it's finally coming to fruition," he said. As early as a year ago, Nielsen studied with McKinsey consulting firm for the first time to explore the link between discussion of social media users and television ratings. They found that in the first few weeks of the first broadcast of a new television programme, the 18-34-Year-old's most active social media user base, with every 9% increase in social media commentary, would increase the ratings by 1 accordingly.

Look at today's television industry, television service providers to the audience resources to launch a large-scale competition, and advertisers in the integrated marketing model of repeated exploration, will generate a new "social network" of the large-scale demand for ratings. In the official news of the SocialGuide takeover, Steve Hasker said that "the rapid infiltration of social networks into consumers and audiences has transformed the traditional way of viewing the show into a real-time sharing experience." In the face of unstoppable trends, television networks need to understand the extent to which social networks influence the quality of programs, ratings and advertising effects. ”

Advertisers are not the only beneficiaries

But what exactly does this new Twittter index measure? TechCrunch's editor, Anthony Ha, called Steve Hasker today for confirmation. Mr Hasker says he is not quite sure how to operate the index product at the moment, but he offers a few ideas from the point of view of users of the index, and the advantages of other social analysis tools:

One, who will use this tool?

As stated at the press conference, the main users of Twittter ratings are advertisers who "integrate marketing through paid media and free media" (for example, advertisers implant ads in organised socialization discussions in a show or online marketing campaign). For advertisers, the significance of ratings is not just in the marketing level. With this indicator, advertisers are often able to unearth programs that have a low rating, but are highly supportive on Twitter.

Of course, advertisers are just one of three potential customers. In addition, television producers and directors can also use the index to understand the extent of audience participation on social networks, thereby providing ideas for improving the program. For example, if you look at the Nielsen Twitter Index, it's easy to know why a particular episode is a big response, while another is flat.

Two, why do you choose twitter?

Hasker said that the choice of Twitter platform is a comprehensive consideration of a variety of factors. On Twitter, a user's message update is essentially a topic setting, and these topics are real-time, with the fact that tweets are the most "public" on the platform.

Of course, Twitter's broad coverage is one of the reasons.

Third, where is the advantage?

Compared to the advantages of other social analysis software, hasker that the Nielsen Twitter index has the advantage of its "statistical range". This will be the first tool to provide accurate statistics on the number of people who can post comments or messages on a program or AD, as well as the "audience participation" shown in the data, and the extent to which these conversations and comments affect.

Nielsen will disclose more details next May, before the commercial operation of the index allows the advertising industry to "have enough judgment on hot topics".