New Twitter Metrics Go Live and Company Gears for IPO

Oct 11, 2013  |  by Andrew Ryback

It’s been another busy week for the folks at Twitter.

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It’s been another busy week for the folks at Twitter.  This past Monday, global information measurement company – Nielsen – unveiled the “Nielsen Twitter TV” ratings metric.  The new tool quantifies reach and impressions across Twitter, measuring how many users tweet and view tweets related to popular television programs.  This comes just a few months after Nielsen released a study confirming that Twitter activity has a direct impact on television ratings.  But will this new data be of value?  Beth Rockwood, the Senior Vice President of Market Resources and Ad Sales for Discovery Communications seems to think so:  “We are just beginning to understand the dynamic relationship between social media and television.  New tools, like the Nielsen Twitter TV Ratings, that allow us to further investigate the relationship between individual programs and social media will bring new insights and raise new questions.”

During the first week in which Twitter metrics were measured, Walter White and company cooked up a reach of 9.3 million Twitter accounts for the series finale of “Breaking Bad”.  A distant second was NBC’s singing competition show, “The Voice”, which had a reach of 3.8 million Twitter users, followed by “Jimmy Kimmel Live” with a reach of 3.4 million.  It’ll be interesting to see how closely networks look at this new data and whether or not they add strategies to try and increase their reach and impact across Twitter.

And that’s not all that’s been happening in the Twitter-verse.  You may have heard that Twitter is following in Facebook’s footsteps and becoming a publicly traded company.  Call your local talking e-Trade baby, the IPO is set for November 15, 2013.  Here are a few facts about the pending transaction:

Are you buying?


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