Australia’s Network Ten Signs Up for Nielsen Twitter TV Ratings

September 2, 2014 World Screen Top Stories

SYDNEY: Network Ten has become the first Australian TV network to sign up for Nielsen Twitter TV Ratings, which measure social media engagement.

Nielsen Twitter TV Ratings is the first-ever measure of the total activity and reach of TV-related conversation on Twitter. The system measures not only the number of people tweeting about TV programs, but also the amount of people who actually view those tweets.

Beverley McGarvey, Network Ten's chief programming officer, said: “Television is no longer just a linear viewing experience. We are finding great success in taking our content across multiple screens and creating richer viewing experiences for—and deeper engagement with—our audiences.

“MasterChef Australia, Offspring, The Bachelor Australia and other Network Ten shows are multimedia experiences for viewers and advertisers. Nielsen Twitter TV Ratings are an important part of our strategy to understand when, where and how people are engaging with our content. They will be an invaluable intelligence tool for all parts of our business.”

Monique Perry, the head of media at Nielsen, added: “Social media is transforming the way viewers watch and interact with TV as they are turning to Twitter as their ‘instant water-cooler’ to engage with other viewers in real time. TV is a very strong medium—and it’s even stronger when Twitter and TV are combined.

“Nielsen Twitter TV Ratings, launching in Australia in the final quarter of 2014, will provide Network Ten with invaluable data as to who is engaging with their shows, so that their programs can be optimized for social engagement and advertisers can understand in more detail which programs have greatest audience energy.”

Louise Barrett, Network Ten's chief sales officer, said: “As the first-ever measure of Twitter TV reach, Nielsen Twitter TV Ratings will give us a new way to help our clients understand and drive social engagement with television content and their brands.

“We all know highly engaged audiences are extremely valuable to networks and marketers. Now we will be able to measure and understand that engagement and the interplay between television and social media. Network Ten is delighted to be the first Australian network to partner with Nielsen Twitter TV Ratings.”