Social measurement as it relates to TV viewing is a tricky proposition. Does social chatter around a show result in higher ratings for that show? Should measurement begin two hours before a show airs, only while it airs, or 24/7? Once a window is chosen, which terms are relevant?
Questions like these have kept measurement companies, advertisers, and brands alike working to establish better methodologies for understanding the conversations around TV.
Nielsen, the TV measurement leader, sought to better understand the role that the linear TV schedule (and associated linear terms) plays in measuring Twitter TV activity.
The study resulted in two Read full story ›
Source: The Drum
Industry News
