NEWS11 February 2015

Scale of Australian Nielsen Twitter TV ratings under scrutiny

Asia Pacific News

AUSTRALIA — Nielsen has defended the decision not to release the number of Australian Twitter users as part of its Nielsen Twitter TV Ratings service (NTTR), launched last week, following questioning from media buyers on the scale of the new metric.

According to a story on Australian media news site Mumbrella, Twitter has consistently refused to release a public number on its active Australian users. Agency sources, the site says, claim that its sales team is using a figure of around 4m users, while academic studies apparently place the figure much lower at 2.8m.

Scott Gillham, head of NTTR, told Mumbrella that while the audience number looked at only Australian accounts, it was up to Twitter to release the number of its universe.

Gillham also refuted claims that Nielsen had dropped the price of NTTR in Australia after only two TV networks signed up to the new service.