Move over Nielsen, there’s a new form of audience measurement in town. This week, Networked Insights released the first Measuring the Social report, focused on network television show ratings that are based on online interactions instead of Nielsen’s traditional (and much-disputed) TV ratings. Erik Abels from Forbes says “I Want My Non-Nielsen TV” and Adam Ostrow from Mashable says “TV Viewership is From Mars, Social Interactions are From Venus.” Other coverage included TV Week, TechCrunch, Wired and NewTeeVee.
The report is based on Networked Insights unique approach to online audience measurement. Advertisers used to just care about the number of eyeballs, then ComScore revolutionized online measurement by introducing the concept of transactions. But now that there are so many ways to interact online, Networked Insights is establishing interactions (and the influence of each one) as the key metric online. This phenomenon was put to the test in the recent report, and saw some pretty eye-opening results:
Stay tuned to Networked Insights’ SocialSights blog for more Measuring the Social reports, and you can dowload the full report here.
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[...] couple of months ago, we posted about a campaign we coordinated with client Networked Insights around their first “Measuring the Social” report. PR [...]