NEWS20 May 2014

Twitter TV Ratings service gets demographic data add-on

Data analytics News North America

US — Nielsen has started reporting demographic data as part of its Twitter TV Ratings service, allowing subscribers to see the age and gender profile of people who tweet and see tweets about television shows.

Demographics are based on publicly available information on Twitter, which are attributed on an anonymous or aggregated basis using a minimum group size to ensure privacy protection, according to Nielsen.

Comparing tweet authors to the tweet audience, Nielsen claims that its analysis shows the latter as being more demographically balanced than the former.

“For example,” the company says, “a programme where Twitter TV Authors are 80% male may have a Twitter TV Audience that is 60% female. This indicates that Twitter TV can be used as an important tool to reach audiences beyond a programme’s core viewership.”

Additional findings from the analysis are online here.