The Twitter TV measurement that tracks how much influence a particular show is having on the social network is now moving into more regions around the world. These new regions include the UK, Spain, Nordics, Russia, parts of Africa, and southeast Asia. Twitter has already partnered with Nielsen in the U.S. and has the Nielsen Twitter TV Rating to complement the standard Nielsen TV rating.
Along with this expansion will come a new program called “Data of Now” that will use Twitter’s ability to capture real-time public data and use it for research in products for advertising effectiveness, media measurement, and brand equity.
The new Twitter Nielsen rating is already a hit in the U.S. with multiple shows using the metric to see how they stack up against competition that is in their same TV slot time. The metric uses hashtags, engaged users, and specific keywords to determine how influential a show is during its air time.
This move looks to expand Twitter’s influence on new markets and help marketers and advertisers alike. Since Twitter’s IPO being able to monetize and increase the social networks brand influence has been a top priority for the company. Since the IPO the stock price has slowly fallen and Twitter is looking to reverse this trend.