Australia has become the third country in the world to have Nielsen Twitter TV Ratings, measuring the total activity (Tweets, Unique Authors) and reach (Impressions, Unique Audience) of TV-related conversation on Twitter.
In results released for October, the NRL Grand Final dominated the Twitter platform, followed by V8 Supercars and finales for The Block, The Bachelor and The X Factor.
In October, more than one million (1.2M) Tweets relating to TV programs were sent by Australians, generating 97.5 million impressions (total number of times Tweets were seen).
Scott Gillham, Head of Nielsen Twitter TV Ratings in Australia, said: “Social media is transforming the way viewers engage with TV as audiences share comments and opinions about their favourite shows in real time. Interestingly, social media conversation is also helping to drive TV audiences and creating a stronger demand for catch-up TV. Being able to measure and evaluate TV programs by their social engagement allows networks to better understand audience reactions to their programming, while offering advertisers and agencies another element in evaluating where to place media-spend and the impact of those placements in driving earned media.
“Early next year we will be releasing further information about what brands people are Tweeting about, offering insights about those highly engaged with TV and brands.”
TEN is the first network to have signed on with Twitter TV ratings.
Sarah Keith, Network TEN Head of Research, Analytics and Inventory Management, said: “TEN’s ambition is to be number one in Social TV, which we define as the union of TV and Social Media creating engagement, conversation and interaction between followers, viewers and brands. This new ratings system will help us continue to drive, track and most importantly measure both engagement and conversation around our programming.”
In TV Tonight‘s sixth Audience Inventory 45% of readers say they partake in second screen platforms every day, with Twitter third in popularity behind Internet surfing and Facebook.