Twitter TV Ratings service gets demographic data add-on

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.