Nielsen Holdings, the television viewership measurement company, said yesterday it will partner with Twitter to publish a new set of ratings that measure chatter on Twitter about TV programming.
The new measurement seeks to tap into the stream of viewer commentary and armchair musings generated on “second screens” — the smartphones and tablets perched on Twitter users’ laps while they watch, say, Monday Night Football or an episode of “Homeland.”
The new ratings, to be launched next fall, arrive at a moment when media and ad industry executives say they are observing a shift in TV viewing habits that include the rise of “second screen” use.