Nielsen Twitter TV Ratings Launch in Australia

Nielsen Twitter TV Ratings Launch in Australia
SHARE
THIS



Nielsen’s Twitter TV Ratings have launched in Australia.

Developed by Nielsen, a leading provider of insights into what people watch and buy, through an exclusive multi-year agreement with Twitter, this new measure will enable networks, agencies and advertisers to understand how audiences are reacting to TV shows and the reach of these conversations taking place on Twitter.

In October, more than one million (1.2M) Tweets relating to TV programs were sent by Australians, generating 97.5 million impressions (total number of times Tweets were seen). Nielsen Twitter TV Ratings for October 2014 show that the NRL Grand Final was the most socially engaged program, with 75,000 Tweets sent creating 8.4 million impressions. This was followed by V8’s – Bathurst 1000, then the finales of three reality TV shows – The Block Glasshouse, The Bachelor Australia and X Factor.

Scott Gillham, head of Nielsen Twitter TV Ratings in Australia, said: “Social media is transforming the way viewers engage with TV as audiences share comments and opinions about their favourite shows in real time. Interestingly, social media conversation is also helping to drive TV audiences and creating a stronger demand for catch-up TV. Being able to measure and evaluate TV programs by their social engagement allows networks to better understand audience reactions to their programming, while offering advertisers and agencies another element in evaluating where to place media-spend and the impact of those placements in driving earned media.

“Early next year we will be releasing further information about what brands people are Tweeting about, offering insights about those highly engaged with TV and brands.”

Initial Nielsen Twitter TV Ratings findings indicate that sporting events are a significant driver of social media interaction, comprising 36 per cent of all TV-related Tweets. However, series type programing covers the largest portion counting for more than three in five Tweets. Within series the highest segments were reality shows (20%), current affairs (20%), news (16%) and drama (6%) programs driving TV-related Tweets.

Commenting on the introduction of Nielsen Twitter TV Ratings, Sarah Keith, Network Ten head of research, analytics and inventory management, said: “Watching TV has long been a social activity and social media platforms have extended interactions beyond the living room. Online connections are influencing not only what programs people to choose to watch, but also when they watch. We believe Nielsen TV Twitter Ratings are a vital next step in quantifying this activity and interaction.

“Ten’s ambition is to be number one in Social TV, which we define as the union of TV and Social Media creating engagement, conversation and interaction between followers, viewers and brands. This new ratings system will help us continue to drive, track and most importantly measure both engagement and conversation around our programming.”

Recent US Twitter TV research* points to an emerging group of social brand ambassadors. The findings show that people who Tweet about brands and TV programs send three times as many Tweets about brands compared to those who only Tweet only about brands. These social brand ambassadors also have twice as many followers, indicating higher levels of influence.  For advertisers looking to engage with audiences that share brand messages via social media, being able to understand what TV programs they engage with is extremely important.

Sydney-based Danny Keens, global chair of television, Twitter, adds, “As audiences increasingly turn to Twitter to connect with TV shows and other fans, our TV partners in Australia have consistently asked for one common benchmark to measure the social engagement of their programming. Nielsen Twitter TV Ratings answers this request, and will complement current TV audience measurements.

“Twitter is the social soundtrack to TV today. Our platform is public, live and conversational, as well as widely distributed. Ultimately we hope Twitter will make TV more social, as engaging with other fans heightens the viewing experience. We also hope it will help create innovative new uses of the platform with broadcast partners.”

Nielsen Twitter TV Ratings is the first-ever measure of the total activity and reach of TV-related conversation on Twitter. Nielsen Twitter TV Ratings measure not only “authors”— the number of people Tweeting about TV programs — but also the much larger “audience” of people who actually view those Tweets.

Nielsen Twitter TV Ratings for October 2014 – Top 5 programs

Rank Network Date Program Unique Audience Impressions Tweets Unique Authors
1 Nine 05-10-14 NRL Grand Final 228.8K 8.4M 75.0K 22.4K
2 Seven 12-10-14 V8’s – Bathurst 1000 179.1K 3.4M 37.9K 8.2K
3 Nine 12-10-14 The Block Glasshouse – Finale 141.6K 4.2M 24.8K 9.2K
4 Ten 02-10-14 The Bachelor Australia – Finale 132.5K 4.1M 18.5K 6.3K
5 Seven 20-10-14 X Factor – Finale 112.5K 1.4M 24.9K 8.7K

 

 

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]