Nielsen, a leading global provider of information and insights into what consumers watch and buy, and Twitter today announced an exclusive multi-year agreement to create the “Nielsen Twitter TV Rating” for the US market. Under this agreement, Nielsen and Twitter will deliver a syndicated-standard metric around the reach of the TV conversation on Twitter, slated for commercial availability at the start of the fall 2013 TV season.
This is huge for Twitter. And very smart for Nielsen. Their audience measuring techniques are decidedly 20th century — and not even really late 20th century. In an age of everything being connected to the internet, this badly needed a revamp and Twitter data is a fascinating step towards that.