Audience measurement company Nielsen has announced it will launch an Australian TV metric based entirely on Twitter data, making Australia the third country in the world to get the service.
The Nielsen Twitter TV Ratings will formally launch in the second half of this year with the company claiming the new tool will allow networks, agencies, and advertisers—to measure, understand and act on program-related conversation on the social media platform.
Head of Nielsen’s media industry group in Australia, Monique Perry said: “We are thrilled to make the announcement that Australia will be the third country globally for Nielsen to launch Nielsen Twitter TV Ratings. We have for some time been working with our clients in this market to understand their needs around TV-related social media engagement and activity – being able to deliver this world-leading solution is a great win for the Australia market.”’
Nielsen’s Australian connected consumers report 2014 found that forty four percent of the online population in Australia participates in social TV conversations.
Last week Twitter Australia’s managing director Karen Stocks told Mumbrella about the importance of television to growing the platform’s Australian user base.
“We are trying to cover the key verticals in the Australian market – TV, sport and entertainment are some of those key drivers,” said Stocks.
“It’s an exciting time for us, we’ve got the 8th birthday of Twitter and this month is also the one year anniversary of our first employee in the Australian market,” she said.
The Australian Twitter sales team is now thought to be telling the market that there are more than four million domestic Twitter accounts although the social media platform is remaining tight lipped on confirming the local audience.