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Nielsen to measure Twitter chatter with an eye on advertising

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IDG News Provider – What Number Of eyes see a tweet about tv? Nielsen desires to seek out out, and let marketers know so they can make more informed Advertising decisions on Twitter.

On Monday the size firm announced the launch of its Nielsen Twitter TV Scores, a measurement gadget designed to provide TELEVISION networks extra details about What Number Of eyes see TV-associated tweets.

Previously, most effective the number of tweets about tv packages may be measured, the analytics company said. But with the brand new system, networks may also learn how many people are in fact seeing these tweets.

It’s a query that it seems that has eluded entrepreneurs for some time. “And Not Using A size of the target market of people who view these tweets, TELEVISION networks, advertisers and companies had been left questioning in regards to the genuine attain and influence of TELEVISION-related job on Twitter,” Nielsen said.

The Answer: somewhat lots. For a normal program on TELEVISION, the Twitter target audience is on reasonable 50 occasions larger than the choice of folks generating tweets about it, Nielsen stated. That means that if 2,000 persons are tweeting about a show, A Hundred,000 persons are seeing those tweets. So their eyes could be glued to the tv display, But extra TELEVISION watchers are also striking on each tweet, the data exhibit.

The collection of individuals using Twitter to talk about television displays has also grown up to now two years, Nielsen stated. Some 19 million individuals within the U.S. composed 263 million tweets about reside TELEVISION within the second quarter of 2013, Nielsen mentioned — a 24 percent increase in authors and a 38 p.c rise in tweet quantity, in keeping with knowledge from SocialGuide.

The Theory behind Nielsen’s data is that through having extra details about the reach of tweets, TV networks and entrepreneurs will be able to make higher decisions about tips on how to advertise on Twitter. If Nielsen’s data Provider beneficial properties traction, It’s a sign that Twitter might be able to generate potential income in the TV arena.

The Speculation is that the tweets could compel advertisers to shift extra of their bucks to Twitter — an organization that is hard-pressed, with an initial public offering on the horizon, to monetize its web site.

Past the elemental numbers, Nielsen additionally wants to include person demographic data into its information sooner or later. The Company additionally desires its metrics to include the timing of impressions, to research the percent of tweets viewed during airtime.

Promoting is already a huge part of Twitter’s business — 85 percent of The Company’s sales had been generated thru Promoting in 2012, in line with IPO paperwork filed last week with the U.S. Securities and Alternate Fee.

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