In collaboration with Nielsen, Twitter has launched the Nielsen Twitter TV Ratings (NTTR). This new metric measures total Twitter activity and reach for TV-related conversations. Future updates will include demographic breakdowns and the ability to link TV tweets to brand affinity.

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Our take

Twitter been seen as a 2nd screen app to TV but now they want to be further recognised for their boosting and commercial prospects
With access to more meaningful data this empowers networks to create more targeted and engaging programs ensuring stronger long term viability for the fragmenting medium.
A great example is Ten’s recent I’m a Celebrity Get Me Out of Here program which showcased high audience involvement through the social platform.
Our very own Kieran Stanbrook has written her view on this collaboration which was recently published in AdNews. Click the button below to read Kieran’s full article.

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In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.