Letzing writes that the joint service called, Nielsen Twitter TV Rating, will develop a metric based on Twitter activity. These days, TV viewers increasingly have one hand on the remote and the other on their smartphone tweeting. The new service will gauge "the reach of the TV conversation on Twitter," and provide "TV networks and advertisers the real-time metrics required to understand TV audience social activity."
This is a fascinating development to me. It is a real-time-virtual-meets-human-meets-virtual-meets-bigdata (#VMHMVMBD) solution. My apologies for the acronym. It just seemed like a requirement. This kind of real-time feedback has the potential to significantly impact broadcasters, TV production companies and the advertising industry. I can imagine companies wanting to get immediate viewer feedback on new ad campaigns before making long term commitments. I can see completely new business models erupting based on real-time tweets. I can see companies connecting ad agency fees and contractual terms to the real-time social sentiment.
This partnership demonstrates more time-space compression. There is less time between an event and event feedback. Less time between feedback and adjustments or changes. Viewers opinions from across a wide geographical landscape are immediately known.
The increasing pace of business introduced by social, mobile, analytics and cloud solutions will be a very interesting development in 2013.
Kevin Benedict,
Head Analyst for SMAC,
Cognizant
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Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I am a mobility and SMAC analyst, consultant and writer. I work with and have worked with many of the companies mentioned in my articles.
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