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ESPYs, Baseball All-Stars Big Hitters In Week’s Twitter TV Ratings

By | Wednesday July 23, 2014 @ 7:52am PDT

ESPYs, Baseball All-Stars Big Hitters In Week’s Twitter TV RatingsThree baseball events and two sports awards shows filled the top 10 lists in an otherwise slow week for the Twitter TV ratings from Nielsen. The ESPY Awards - otherwise known as How ESPN Fills The Sports-Free Dead Air The Day After Baseball’s All-Star Game – grabbed the week’s biggest Twitter audience, barely beating out the Major League Baseball showcase of its talent in total audience reach.

The Twitter TV ratings are designed to track the number of unique Twitter users who saw a post about a given show during its initial broadcast or during the three hours before and after, an aid to advertisers trying to see which shows are social-media heavy hitters (and which have audiences least likely to be skipping through the ads). The ESPYs, on ESPN and its Spanish-language sibling, reached 8.3 million people through nearly 1.6 million tweets. Even the Kids Choice Sports awards, hardly a big name beyond home channel Nickelodeon, grabbed the eighth spot on Nielsen Social’s Series & Specials list. Plenty of regulars still studded this week’s list, including The Bachelorette, Teen Wolf and dethroned three-time No. 1, Pretty Little LiarsOnce again, the WWE put two in the top 10, including a pay-per-view event, while reality programs Love & Hip Hop: Atlanta and Keeping Up With the Kardashians kept up their regular spots. Also of note: Univision music awards show Premios Juventud 2014which featured plenty of Tweet-worthy fashion and performances by notables such as Enrique Iglesias and Pitbull, grabbed No. 6.

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TCA – Life of Pie (Chart): Why Nielsens Don’t Mean What They Used To

By | Sunday July 13, 2014 @ 1:44pm PDT

TCA – Life of Pie (Chart): Why Nielsens Don’t Mean What They Used ToOK, way too many pie charts, bar graphs and acronyms for a Sunday morning: At today’s TCA briefings, NBC Research and Development President Alan Wurtzel tried to explain why old-school, traditional Nielsen ratings just don’t mean what they used to. And  given that, he begged TV journalists to examine the much bigger picture before calling a new program a big loser.
If you sat in on this panel, you got to hear a lot of talk about such ratings jargon as HUTs (households using television) PUTs (persons using television) and “longtail” program consumption (not a weird squirrel but that audience of people who watch a show after its first airing by catching it on VOD, or Netflix, or Hulu or any other of an exploding array of  new platforms)
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Even After U.S. Departure, World Cup Rules Twitter TV Ratings By Big Margin

By | Monday July 7, 2014 @ 7:14pm PDT

Even After U.S. Departure, World Cup Rules Twitter TV Ratings By Big MarginFIFA’s World Cup telecasts continued to absorb American attention on social media every bit as much as they delivered big TV ratings for the fleet of networks carrying games, and it wasn’t just for the U.S. team’s unexpected run into the so-called “knockout rounds.” Even after that foray ended with a 2-1 loss to Belgium (a week after that game, I am not writing “spoiler alert,” dang it), interest and online conversation have continued to be very high.

That said, the Team USA game was a particularly huge conversation piece online, generating nearly 4.7 million posts on Twitter during the game and in the three hours before and after the telecast on four U.S. networks. Those tweets reached an audience of almost 12.4 million viewers, Nielsen calculates.

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Last-Minute Deal Maintains Fox Stations’ Relationship With Nielsen

By | Monday June 30, 2014 @ 3:19pm PDT

Last-Minute Deal Maintains Fox Stations’ Relationship With NielsenLots of broadcasters grumble about Nielsen‘s ratings methodology — which frequently relies on antiquated paper diaries — as well as the price increases it wants and its willingness to include homes that have broadband but not cable or satellite service. But Fox would have been the biggest challenger in recent memory to Nielsen’s status as the gold standard for ad deals if its TV station group had not agreed today to stick with the data provider. On the last day of their contract, the companies “have come to a mutually beneficial resolution to continue their longstanding relationship,” they said in a statement attributed to Fox Television Stations CEO Jack Abernethy and Nielsen’s Lynda Clarizio, President, U.S. Media. “Both companies are committed to more meaningful and accurate measurement in local markets. We look forward to a strong and productive relationship going forward.” The companies offered no information about terms.

Related: Fox TV Stations Adopt Rentrak Local TV Ratings

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World Cup Games Dominate Twitter TV Ratings Too; ‘Pretty Little Liars’ Atop Series Side Again

By | Tuesday June 24, 2014 @ 8:18am PDT

World Cup Games Dominate Twitter TV Ratings Too; ‘Pretty Little Liars’ Atop Series Side AgainABC Family‘s summertime guilty pleasure Pretty Little Liars once again topped Nielsen’s Twitter TV ratings for series and specials for the week, while on the sports side, it was all World Cup all the time, and by a wide margin, led by the first two games of the U.S. team in first-round play. The Nielsen Twitter TV ratings attempt to measure the total unduplicated audience of people who saw tweets about a given show during its first broadcast and for the three hours before and after that broadcast. Nielsen breaks its ratings into two weekly top 10s (they’ll be releasing dailies this week on the World Cup numbers as interest intensifies heading into the final first-round games), one for sporting events and the other for series and specials.

Twitter TV Sports 20140623On the sports side, with the NHL and NBA finals finished, Major League Baseball barely a third of the way into its long season and no other distractions on the global sports calendar, the rankings were all World Cup games, led by massive social-media audiences for broadcasts of the U.S. team against Ghana (a win) and highly ranked Portugal (a dramatic draw when Portugal scored in the game’s last minute). The matchup between host country Brazil and Mexico, with its massive U.S. fan base, was third. … Read More »

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SHOCKER: Nielsen/NRG Parts Ways With President And Industry Guru Derek McLay

By | Wednesday June 18, 2014 @ 10:18am PDT

SHOCKER: Nielsen/NRG Parts Ways With President And Industry Guru Derek McLayEXCLUSIVE: Nielsen/NRG has ousted one of its top executives, sending shockwaves across  studios, talent agencies and filmmakers who looked to him for guidance and has prompted several calls into the company to voice their dismay over the decision. Nielsen/NRG president Derek McLay, who joined the company in 2009, was the behind-the-scenes guru for many high-ranking executives around town, well-liked and knowledgeable and, by all accounts, a straight-shooter unafraid to tell it like it is. McLay was the liaison between the company and all the major studios, providing the those in the industry with insight into the all-important area of research and tracking.

tn44748_57_Jobs_DWC_20130813_157According to sources, McLay was called into the office Monday night and told his services would no longer be needed. Nielsen/NRG is one of the preeminent research firms for the entertainment industry.

In my 30 years of reporting, I seriously have not seen an outpouring of support like this (both on and off the record) for any executive after a firing. Clearly the guy had strong relationships and also, quite apparently, a dedication to his clients. Don’t take my word for it, just look:

“Derek McLay is the heart and soul of NRG and I’m crushed,” said Harvey Weinstein, co-chairman of The Weinstein Co., whose company relied on him for guidance and research expertise on a number of pictures including Oscar nominees Silver Linings Playbook, Lee Daniels’ The Butler and Django Unchained to mention a few. Added TWC COO David Glasser, “It’s one thing to get information, it’s another thing to interpret it and have the personal relationships to communicate those results to the studio and the filmmakers in a way that we can not only understand it but use it to help shepherd our films.”

Filmmaker David O. Russell, said through his rep that he was surprised, noting that he “enjoyed working with McLay, and always found Derek extremely helpful.” (Russell is well-known to be a big believer in the research process and uses that information to help shape his films and the their marketing).

Those who have worked with him said McLay made sense of the research and translated the numbers to the executives and what mattered is that he truly understands marketing and distribution, having previously worked at MGM in distribution. Rob Friedman, co-chairman of Lionsgate, said “Derek is an excellent executive and a great help in all of our processes and hope he’s back at it soon so we can again take advantage of his talent.” Friedman, himself, is a marketing expert with many years under his belt and has an astute understanding of the importance of research to the overall picture. Read More »

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‘Pretty Little Liars” Draws Pretty Little Million Tweets In Nielsen Ratings

By | Tuesday June 17, 2014 @ 3:01pm PDT
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Twitter TV Ratings

ABC Family's 'Pretty Little Liars' dominated Nielsen's weekly most-tweeted list, topping even HBO's Game Of Thrones. Of course, that's if you don't count the NBA Finals, the Stanley Cup Finals and the World Cup. Deadline's David Bloom and Dominic Patten discuss.

Pretty Little Tweeters 06-17-14Pretty Little Liars easily won the week in Nielsen’s Twitter TV ratings for series and specials, attracting more than 1 million pretty little tweets about the show during its June 10 broadcast and for the three hours before and after that first airing. For a scripted show on basic cable, that’s pretty darned impressive, fueled by the social-media savvy young audience the show courts. On the sports side, final games for the NBA and NHL and opening games of soccer’s World Cup completely filled that Top 10. That said, the crowns claimed by the ABC Family show and the NBA come with an asterisk this week because of data-collection problems Nielsen had in determining how many people were actually reached by all those tweets. The Twitter TV ratings are designed to capture the total audience size, so the asterisk is a big one in this particular toting of tweeting. Pretty Little Liars did, however, turn out the tweople, ending up 44 percent ahead of No. 2, the reality show Love & Hip Hop: Atlanta, and far outstripping Top 10 perennial and this week’s No. 3 Game of Thrones. Even on its season finale with yet another shocker ending, GoT trailed the Little Tweeters roughly 4 to 1. Otherwise, it looks like summer has fully arrived on the social-media side of TV watching, given the modest numbers other shows, most of them regulars on the weekly lists, have been able to attract.

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Spelling Bee Buzzes To Top Of Week’s Twitter TV Ratings

By | Monday June 2, 2014 @ 7:37pm PDT

The Scripps National Spelling Bee spelled a win for ESPN in the weekly Twitter TV ratings from Nielsen for series and specials, with posts about the contest reaching more than 4.2 million unique audience members, tops in the Series & Specials category. HBO’s powerhouse Game Of Thronesa weekly contender for the Top 10, grabbed second with another shocker ending that set Twitter digits a-tapping, while reality competitions dominated most of the rest of the list, beginning with two episodes of The Bacheloretteat Nos. 3 and 7. WWE wrestled its way back into the bottom of the top with a pay-per-view event at No. 9 and its usual Monday Night Raw show on USA grabbing the tenth spot.
Twitter TV Ratings S&S Chart 20140602
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Nielsen’s Twitter TV Season Highlights: ‘Breaking Bad’, ‘Walking Dead’, Football, Oscars, Grammys

By | Monday June 2, 2014 @ 11:10am PDT
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Twitter Season TV Rankings Heavy On Sports & Awards Shows

Nielsen's season-ending rankings show that live TV events still rule -- though 'Breaking Bad','The Walking Dead' and 'The Voice' get plenty of social media traction. Deadline's David Bloom and Dominic Patten discuss.

Twitter-Logo__130513233830-150x150Nielsen just wrapped up the TV season, releasing a set of graphics breaking out the biggest of the big in its new Twitter TV Ratings, including with the highest-rated shows and the season’s record holders in various categories. No surprises here, really. Most of the biggest on Twitter are also the biggest on TV, and people like to talk about them on social media, including millions of Twitter posts reaching millions of followers, talking about such biggies as the series finale of Breaking Bad and The Walking Dead, the NFL and college football championships, and the Oscars and Grammy shows. The NFL’s Super Bowl was Twitter king, with 25.3 million tweets reaching an audience of 15.3 million followers. The Oscars generated 11.1 million tweets seen by about 13.9 million audience members. In a couple of words: this is event TV, made for appointment viewing, that thing that most TV viewers don’t do anymore with most shows.

Related: Full 2013-2014 TV Season Series Rankings

TV Season Big Moments on Twitter_Highlights_5_29_14

It’s important to note that the way Nielsen measures Twitter audiences creates something of a tautology (look it up, kids; it’s your word for the day): Nielsen measures only the audience of unduplicated Twitter users who see a post by another Twitter user about a show during its initial broadcast and for the three hours before and after that broadcast. Read More »

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DeadlineNow: NBA & ESPN Score In Nielsen’s Twitter TV Ratings (Video)

By | Tuesday May 27, 2014 @ 4:55pm PDT

We’re into Day 2 of our DeadlineNow video news service, in which Deadline’s journalists offer instant analysis and commentary on the news as it happens. Check back throughout the day for more reports.

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NBA Wins Big In Twitter TV ratings

Deadline's David Bloom explains to Dominic Patten how Nielsen is reaching into Twitter and social media to track what people are watching on TV.

Related: Twitter TV Ratings: NBA Scores With Lottery, Playoffs

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Nielsen Launches Twitter Demo Ratings Service

By | Monday May 19, 2014 @ 9:21am PDT

nielsen-logoNielsen has launched demographic data for its Twitter TV Ratings that will be delivered overnight for programming across more than 250 U.S. TV networks. Age ranges will include 13-17, 18-24, 25-34, 35-54, 55+, and 18-49 and will provide data on the age and gender of both people who tweet (authors) and see tweets (audience) about TV. The news comes as the measurement service released a report today asserting that analysis of 273 broadcast and cable program episodes reveals “broad age and gender distribution across programming”; “significant differences in the age and gender profiles of Tweeters across programming types” and, perhaps unsurprisingly, that “Twitter enables TV networks and advertisers to reach audiences beyond their core demographics.” According to the research, in the U.S. 36 million people tweeted about TV in 2013, while 990 million tweets were sent about TV.

Related: Top Actors in Social Media And What It Means For TV & Movie Marketing

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Donald Sterling Firestorm Drives Clippers Playoff Game To Top Of Twitter TV Ratings

By | Monday April 28, 2014 @ 4:56pm PDT

Clippers jerseys inside outSunday night’s NBA playoff game involving the team owned by Donald Sterling, at the center of a just-erupted and massive racism controversy, generated by far the week’s biggest Twitter audience of any TV programming, according to Nielsen. The Los Angeles Clippers’ lopsided loss to the Golden State Warriors generated a Twitter audience of nearly 8.1 million people, who saw 590,000 tweets about the game during and the three hours before and after it. That was easily the week’s biggest TV-related audience on Twitter, 2 million more than any other show, and nearly 5 million more than any non-sports event. Controversy blew up Friday after TMZ published an audio recording reportedly of Sterling ranting on the phone to his girlfriend about her being seen in public with black people.

Related: Disney Nets & NBA Dominate Weekly Nielsen Social Ratings
TV Sports on Twitter chart week of 0421 20140428
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Disney Networks & NBA Dominate Weekly Nielsen Social Ratings

By | Monday April 21, 2014 @ 5:04pm PDT

Nielsen Twitter TV series anotated 20140421It was a very good seven days for Disney-owned networks and the NBA in Nielsen’s latest weekly ratings of TV’s biggest Twitter audiences. Disney outlets held down half the total 20 spots in the top 10s for both series/specials and sports events. And on the opening weekend of the NBA playoffs, programming tied to the league and its still-sort-of-sister the WNBA occupied 11 slots. The ratings are the most recent from Nielsen in its new measurement launched in October, an attempt to quantify how much Twitter activity is going on around TV shows.

Related: Top Actors in Social Media And What It Means For TV & Movie Marketing

TONY GOLDWYN, SCOTT FOLEY, KERRY WASHINGTONAt the top of the series and specials list this week was the ESPN NBA documentary Bad Boys, from the 30 For 30 series, followed by ABC’s Scandal. As I wrote last week ahead of the season finale for Scandal, show creator and executive producer Shonda Rhimes puts a premium on social media, with many of the show’s stars and other principals tweeting or otherwise posting about the show with fans before, during and after each episode. It’s paid off with strong ratings and stronger fan engagement with the show. Read More »

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Critics Still Relevant As Moviegoers Take Buying Cues From Social Media: Nielsen

By | Monday March 24, 2014 @ 8:00am PDT

Yes, traditional critics have lost a lot of clout in an era where many young moviegoers take their ticket buying cues from friends and acquaintances on Facebook, Twitter, and other social media. Movie textingBut don’t count critics out yet Nielsen says today in its annual American Moviegoing report — being released just as studio execs and theater owners converge on Las Vegas for the annual CinemaCon convention.  Some 41% of Millennials look at critic ratings on sites including Rotten Tomatoes and IMDb, and about 80% of all moviegoers refer to reviews once in a while, before they decide to buy, Nielsen says. That may be cold comfort to critics: “As movie studios plan their marketing budgets for next year’s blockbuster movies, they should consider that most moviegoers are using social media to get their information,” says Nielsen National Research Group SVP Kathy Benjamin. “Taking advantage of the potential that social networks provide will be important to connect with their audiences.” About 40% of moviegoers say that they rely on recommendations they see on social media. Twitter appears to be especially important. About 55% of moviegoers who use the service regularly tweet about films. They’re 25% more likely than other social network users to head to the theater on a release’s opening weekend. And they see the most movies — about nine per year.

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Nielsen Slashes Estimate Of Mobile Video Viewing As It Measures Actual Usage

By | Thursday March 6, 2014 @ 9:11am PST

Don’t trust people when they tell you how much time they spend watching video on their smartphones and tablets. Tablet and TVThe ratings company learned that lesson the hard way after it changed the way it measures average monthly viewing from surveys to actual observations. The old numbers were off by a factor of — wait for it — 538%, TV station trade group TVB points out this morning. Using surveys, Nielsen‘s widely followed quarterly Cross-Platform Report last year put the monthly mobile video viewing average in Q4 at 5 hours and 23 minutes. But the new report, out yesterday, quietly restated that to just 1 hour — growing to 1 hour and 23 minutes a month in the last three months of 2013. “This disparity is an important reminder of the dangers inherent in trusting consumers’ claimed behavior and calls into question many recent studies that have proclaimed the demise of traditional media based on self-reported approximations of time spent with digital devices,” TVB Chief Research Officer Stacey Lynn Schulman says. Read More »

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CBS And Nielsen Expand Agreement To Measure Cross-Platform Audiences

By | Wednesday January 29, 2014 @ 6:38am PST

nielsen-logo__120730231625-200x80NEW YORK – January 29, 2014 – Nielsen, a leading global provider of information and insights into what consumers watch and buy, and CBS Corporation today announced the expansion of their longstanding relationship with a focus on advancing the state of cross-platform audience measurement and will CBS logocontinue to allow for the use of Nielsen data as a key metric in valuing their content.

The long-term agreement includes several strategic research initiatives such as the creation of attitudinal and behavioral segmentations that enable more discrete precision marketing and facilitate a deeper understanding of the path to purchase and resulting ROI of advertising activities.

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Nielsen CEO David Calhoun Lands At Private-Equity Giant Blackstone

By | Thursday November 21, 2013 @ 8:39am PST

David Calhoun did a lot of good turning around Nielsen‘s fortunes when he joined as CEO of the ratings company in 2006 after being a top lieutenant at Jack Welch’s GE. (In this town, that success did not trickle down to one of Nielsen’s holdings, trade mag The Hollywood Reporter, which continued to bleed money and staff under Nielsen control until it was sold off with other publications for a song three years later.) Calhoun, already set to step down as Nielsen CEO on January 1, will join Blackstone Group to head its portfolio-operations group, the Wall Street Journal is reporting today. He will be tasked with boosting some of the company’s 77 holdings while also consulting on new buyouts. He will retain the executive chairman title at Nielsen as part of the deal. Earlier this month, Nielsen said company veteran Mitch Barnes would succeed Calhoun as CEO; the ratings company has been taking steps to update its business, acquiring Arbitron for $1.3B as it wades into the cross-platform measurement game including for mobile TV, and striking a deal with previous dark horse Walmart to shepherd previously private data on the giant retailer’s sales. Blackstone was one of the PE firms who bought Nielsen, then known as VNU, in 2006, with Calhoun contributing a sizable amount of his own money into the deal. Nielsen went public in January 2011 and under Calhoun’s nearly seven-year run as boss … Read More »

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‘Scandal’ Tops Premiere Of Nielsen’s Twitter TV Ratings

By | Monday October 7, 2013 @ 2:46pm PDT

UPDATED: Scandal’s third-season debut topped Nielsen’s first weekly Twitter TV ratings, bagging about 713,000 tweets reaching a Twitter audience of 3.7 million. (On TV, the third season debut of ABC’s Washington soap clocked an average of 10.5 million viewers.) Miley Cyrus came in second and third in Nielsen’s Twitter ratings report. At No. 2, her MTV documentary, Miley: The Movement ginned up 142,000 tweets, reaching about 3.2 million on Twitter. That was followed by Saturday Night Live, on which Cyrus played host and music act, which generated nearly 176,000 tweets reaching 3.146 million people on Twitter. These numbers come the same day Twitter officially unveiled the ratings measure, which considers the number of people who read TV-related tweets, not just the number of writers.

Related: Nielsen Formally Unveils Twitter Plan

Not surprisingly, the Twitter Top-10 for the week of September 30 included lots of competition — competition-series fanatics love to tweet while viewing. The two episodes of NBC’s singing competition series The Voice checked in at No. 4 and No. 5, and ABC’s revamped Dancing With The Stars finished No. 8. Even Fox’s struggling The X Factor made the Top-10 list — twice — ranking No. 9 last Tuesday with 255.2 tweets reaching 2.039 million, and No. 10 on Wednesday with 188,000 tweets reaching more than 1.8 million people on Twitter. These numbers bear little resemblance to the TV ratings. Certain shows are Twitter crack, but not necessarily ratings magnets — we call it The Sharknado Effect. (Remember how the media predicted Syfy’s orgy of bad special effects had been a ratings phenom after seeing people go nuts over it on Twitter only to have to back-peddle when the ratings came in and they were totally meh?) Read More »

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Nielsen Formally Unveils Plan To Measure TV-Related Conversations On Twitter

By | Monday October 7, 2013 @ 7:55am PDT

This shouldn’t surprise anyone following the recent Nielsen studies including ones in March and in August that showed the volume of tweets about a television show provide an early indication of how well it might perform. The new Nielsen Twitter TV Ratings will consider the number of people who read TV-related tweets, not just the number of writers, the companies said today. The effort could help Twitter‘s plan to go public: It said last week in an SEC filing that while the Nielsen Twitter TV Rating won’t “directly generate revenue” for the social network company it “will enhance our attractiveness to users and advertisers.” Twitter added that it has value as “a second screen for television programming” and that ads on Twitter complement “offline advertising campaigns, such as television ads.” Here’s today’s announcement:

Related: ‘Scandal’ Tops Premiere Of Nielsen’s Twitter TV Ratings

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