NEWS IN ENGLISH | Nielsen Twitter TV ratings to expand to Mexico
Nielsen Twitter TV ratings to expand to Mexico
2014-11-11 08:54:00

Nielsen announced plans to bring its Nielsen Social solutions to Mexico in the first half of 2015. Nielsen Social identifies, captures and analyzes conversation on Twitter in real-time for every program aired in the U.S. across over 250 television networks and more than 1,000 brands. Nielsen Social solutions include Nielsen Twitter TV Ratings, the first-ever measure of the total activity (Tweets, Unique Authors) and reach (Impressions, Unique Audience) of TV-related conversation on Twitter. Previously, Nielsen announced plans to expand Nielsen Social to Italy and Australia, with the commercial launches planned for later this year.

"We know that Mexicans enjoy engaging with content across multiple screens as they watch television. This is why we're excited about bringing Nielsen Twitter TV Ratings to Mexico," said Andrew Somosi, President, Nielsen Social. "But this expansion will also benefit our clients in the U.S. market, where Spanish-language content is more important than ever."

Consumers in Mexico are using social media to react to and share their passions about their favorite TV programs and stars with friends, family, and other fans in real time. According to the 2014 Study of Media Consumption among Mexican Internet Users released by the Interactive Advertising Bureau (IAB) Mexico, 44% of Internet users in Mexico say they watch TV while being online, with more than 84% of those accessing social media.

President and CEO of the Latin American Multichannel Advertising Council (LAMAC), Gary McBride stated, "Having access to more accurate social media metrics will empower networks, agencies, and advertisers to make data-driven decisions around content, programming and advertising, based on the true influence of the online conversation. Mexico now enjoys one of the best traditional audience metric systems in LATAM. The addition of social media metrics will further enhance our understanding of current consumer behavior" Currently, Nielsen Social solutions enable more than 90 U.S. TV networks, advertisers and agencies to measure the full Twitter engagement surrounding TV programs as well as the affinity between TV programs and brands. With many TV programming and pop culture trends shared between the U.S. and Mexico, the arrival of Nielsen Social solutions to the Mexican market will enable networks, agencies, and advertisers across both markets to measure, understand, and act on this TV-related conversation on Twitter.

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