Nielsen TV ratings have long presnted inherent weaknesses, namely a tv show playing idly in the background returning the same metrics as a show whose audience is highly engaged. Including a conversation value on Twitter serves as a massive upgrade in terms of measuring viewer engagement, providing a new dimension of consumer information to advertisers. In addition to providing engagement metrics, the new Twitter deal will also supply better real-time viewer data; if the beginning or end of a show draws more interest, which segments people respond to, etc. The new deal will serve to compliment Nielsen’s existing social activity metrics, currently provided by NM Incite, a joint venture between Nielsen and McKinsey & Co. More information regarding the deal can be found in the Nielsen Press Release from this afternoon.
