Twitter TV ratings are finally coming to the UK. Back in 2012, Nielsen and Twitter established metrics for social TV ratings and released it to TV networks. TV analytics allow networks and ad agencies to measure engagement surrounding various shows. We have become a multi-screen society – how many of you use your phone while watching TV? I know I do. With HBO successes such as Game Of Thrones, online conversation about TV shows has increased dramatically over the past two years. The discussions that people have online about TV shows (and often during TV shows) are of great interest to content producers and marketers.
In October, Twitter announced a partnership with Kantar Media and developed the TV ratings tools for the UK. Some of the metrics available to UK networks and agencies include:
- Unique authors – the people tweeting, and their affinity to brands, channels and programs
- Unique audience – measuring the number of individuals who viewed tweets related to individual programs/shows
- Impressions – the total number of times that a tweet or retweet about a particular program has been seen
Data like this can be key to identifying the right audience to target, what kind of ads to go for and what time to advertise.
It’s Not All About Quality TV
Of course, there’s more to targeting than just posting your updates or ads during everyone’s favourite shows – paying attention to trends, spotting the next big viral TV sensation or reacting quickly to live TV events can help you steal a march on the competition. Recently, two of the biggest TV moments to gain traction on Twitter were unexpected: Lifetime’s critically reviled Aaliyah biopic was a huge hit on Twitter largely because of the criticism, while this NFL moment got tens of thousands talking about the sport and tuning in:
Odell Beckham just broke the internets.
— NFL (@NFL) November 24, 2014
Keeping an eye on current events (and the TV listings) can help you fine tune your timing, capture the zeitgeist and capitalise on online happenings.
Real Time Marketing with Video
It’s never been easier to jump on the real-time marketing bandwagon, incorporate video into your efforts, and yes, you can make them quickly with Viddyad. Did we mention it’s also free to create and share your video ad?