Social TV Rating from Nielsen and Twitter

Fascinating on many levels but especially the notion of analytics and real-time engagement (something performance marketers have acknowledged for a while but larger brands are slowly realizing):

Nielsen and Twitter Establish Social TV Rating: “Nielsen, a leading global provider of information and insights into what consumers watch and buy, and Twitter today announced an exclusive multi-year agreement to create the ‘Nielsen Twitter TV Rating’ for the US market. Under this agreement, Nielsen and Twitter will deliver a syndicated-standard metric around the reach of the TV conversation on Twitter, slated for commercial availability at the start of the fall 2013 TV season.”