Twitter TV Ratings

November 6, 2013

nielsen-twitter-logos-300pxThere are so many “Hot Topic’s” in media at the moment it seems we are spoiled to be living during an age of such rapid change and evolution. Programmatic Buying, 2nd Screening and how Netflix is changing the media landscape are just some of the many topics crossing peoples lips.

I found myself being engrossed in a story I heard almost 3 weeks ago. Rumblings about Nielsen and Twitter partnering up to create what they call Twitter TV Ratings very quickly became a hot topic. The idea of the Twitter TV ratings is not the same as your typical TV rating (how many people watched a TV show). The twitter TV Rating looks at how much activity the particular TV show creates on Twitter. Both these metrics show very different results for different demographics. An obvious assumption to make is that programmes which are popular with a younger demographic will score higher in terms of Twitter TV Ratings as this audience are more engaged with the platform. However the results even with a younger more engaged audience are very programme dependent. Some programmes lend themselves nicely to 2nd screening and twitter conversations while others don’t. Here is the Top 5 US programs from 30/09 until 06/10.

Top 5 US Twitter TV Ratings 30/09 - 6/10/2013

Top 5 US Twitter TV Ratings 30/09 – 6/10/2013

Are there any major surprises? Not so much. American political thriller TV drama, the most talked about artist of the moment, the equivalent of our Late Late Show and The Voice. These shows are typically going to arouse in a traditional sense, conversation about their outcomes. Traditionally people would have sat around together and watched these programmes. Nowadays, the communal friendly aspect to watching TV has been to a certain extent lost. I feel the exciting thing Twitter is doing is restoring an aspect of social conversation to the act of watching your favourite TV programmes. It’s giving viewers a platform to share their opinion and enjoy other peoples in “real time”. Even if none of your close friends are watching the latest episode of House of Cards you can find a community of people online who are.

From a media perspective Advertisers are going to gain a wealth of knowledge about their target audience. People’s interactions with TV programmes are going to filter down audiences into minute targeted groups. The kind of groups traditional media have been lacking in comparison to digital media. It’s obviously going to take some time for the technology and implementation of such measures to reach Ireland. I just know I’m personally excited about the prospect of RTE selling advertising in the newest series of whatever Love/Hate type programming is running with a big Twitter TV Rating sitting alongside.

Donnacha – Account Exec OMD Ireland

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