Scale of Australian Nielsen Twitter TV ratings under scrutiny

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.

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts