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Nielsen has announced a new analytics platform measuring social engagement for TV programs based on Twitter activity. Specifically, the metrics will provide impressions and reach for shows based on tweets, retweets, and replies containing keywords related to the specific program.
The new measurement represents a shift in TV viewing as audience attention often spans multiple screens, particularly on mobile. While companies like Trendrr TV and Bluefin have established social metrics, Nielsen is easily the biggest entrant into the space. Look for their metrics to inform social TV campaigns and second screen programs for today’s leading brands.