NEW YORK (The Street) -- Nielsen's measurement of Twitter (TWTR) conversations about TV shows will soon be done around the clock as part of its latest effort to provide a fuller picture of television-viewing habits beyond just linear TV.
It's no secret there's been a lot of Nielsen-bashing by TV networks in recent months, including at last week's upfronts. In response, the company continues to try and placate the networks by developing new measurement data.
One of Nielsen's latest efforts is on the social TV measurement front. It's already been tracking social TV conversation via a partnership with Twitter. Nielsen Twitter TV Ratings have been made available since late 2013, measuring the reach of Twitter TV conversations, and helping TV networks and advertisers understand and act on TV-related conversations taking place on Twitter.
But so far, just like Nielsen's traditional tracking of linear TV viewing, that measurement has been focused on Twitter activity around the live airing of TV programs, Lisa Berman, vice president of research and marketing at Nielsen Social, said in a phone interview Friday. It's now looking to go beyond that, she told us.
"In the coming months, we're going to be moving over to a 24/7 model, where we measure all activity on a 24/7 basis [for] both linear TV and also over-the-top programming," she said of Nielsen Social, a division of the company that started in 2012, after Nielsen bought social TV metrics company SocialGuide.
The shift to around-the-clock social TV tracking mirrors Nielsen's efforts in tracking TV viewership data. Despite a widespread impression that it only tracks linear TV viewing, it already started to track DVR and on-demand TV viewing also.
According to its website: "We're ready to measure viewing on computers, smartphones and tablets. We're gearing up to measure viewing on connected devices, including [subscription-based video on demand] SVOD content."
Nielsen, however, didn't provide the timing for those initiatives.
Berman stopped short of saying that the TV networks were demanding the expansion of Nielsen's social TV tracking. "We work closely with them in everything that we do at Nielsen Social and we're aware that this is a priority for everyone to measure the shift in consumer behavior," she said.