Tweets Provide New Way to Gauge TV Audiences - WSJ.com - 0 views
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Twitter's 49.2 million U.S. users generally skew younger and are disproportionately in cities, for example, according to marketers and media analysts.
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marketers see potential value in knowing which shows have Twitter enthusiasts. For some, it is becoming a factor when they purchase TV time: The theory is that if fans are engaged on Twitter that "means the ads are also being paid attention to,"
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The stakes are high for Twitter, which is under the spotlight of an initial public offering of stock and has identified TV-related ad spending as a crucial revenue driver.
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"If your show is creating conversations on Twitter, it is more valuable, and you should get credit for that," said Rachael Horwitz , a spokeswoman for Twitter, which provided information to Nielsen to help create the new Twitter TV ratings.
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At an industry event in Beverly Hills this summer, CBS Chief Research Officer David Poltrack id "word of mouth" interactions about TV mostly still occur face to face, not on social media. He said that while Twitter's importance is growing and CBS is "immersing" itself in it, "right now it is focused on a small segment of the population."
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Nielsen says the number of people tweeting about TV was 19 million in the second quarter, up 24% over the year-earlier period.
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"We are a national company and our sales come from the suburban market more so than the metropolitan areas, where [Twitter's] strength lies," said Michael Zuna , chief marketing officer of the insurer.