As “Yin and Yang” as it is for people to tweet while watching TV, Twitter still has some hurdles to climb, even though the company is valued at an estimated $10 billion dollars and is on the eve of going public. The hurdles include convincing brands to pay big dough to advertise on Twitter, and convincing major TV shows, sports games, concerts, and other televised events to concentrate harder on fan engagement in every tweet.
Those hurdles may be a little smaller now that Nielsen — the company famous for collection data on tv watching — has launched Twitter TV ratings. In addition to the other ways that Nielsen collects data and rates TV shows, the research firm will now measure the number of people tweeting about programs, as well as how many people viewed those tweets, in order to gauge the popularity of a show. Those, among other numbers, will determine a show’s “Twitter TV rating” which could be used by networks as leverage to increase the price a brand pays to advertise during the shows, if there is possibility that even more people are engaged in the show via Twitter. This also gives advertisers even more data to help determine exactly where and when to target their ads if the Twitter TV rating proves accurate.
This all bodes well for Twitter because it has all the users (and their data) who aren’t leaving Twitter anytime soon. That data could prove to be very valuable for Twitter — just years ago, people couldn’t figure out how the micro-blogging site could be profitable.
Popular shows like Scandal that embraced Twitter with open arms have no shortage of fans who grab their smartphones and tablets to join in on the conversation for every show. A Twitter TV Rating attached to the show could very well add a quantifiable number to its popularity, that has been hard to sum up solely on number of tweets per show alone. The more “hard numbers” Twitter can add to its growing database, the more invaluable the social media network will become.
*Makes the cash register “Cha-Ching” noise with his mouth*