Today, ratings giant, Nielsen expands its Twitter TV ratings system with the launch of its demographics service. Nielsen will now provide data on both age and gender of those tweeting about various TV shows and events as well as those who are passively reading those tweets but not participating in the conversation. The service was launched overnight for over 250 US based TV networks. Advertisers, networks, and agencies can access this new data through Nielsen SocialGuide Intelligence (NSGI), including its API, and Nielsen National Television View (NNTV).
Some are skeptical of the new demographics feature, considering the fact that Twitter does not require users to add their demographic information upon sign up. Nielsen explains its demographic gathering system as, “based on a combination of features, including things like the user’s first name, accounts it follows, details found in the bio/profile text, as well as text of the user’s recent tweets, handle and more.”