Weibo Launches a Beta Version of its TV Rating Service.
The Chinese microblogging services that’s been nicknamed as ‘China’s Twitter, Weibo, has followed in the similar footstep of its western counterpart after recently announcing the beta launching of its TV rating service. During the announcement, Weibo stated that its service was adopted from the Nielsen-Twitter TV ratings and localized according to Chinese TV programs.
The Twitter TV rating services was launched in the US sometime during 2012 in a collaboration effort with Nielson, and the first report went live during October of last year. This service adds a range of Twitter-related metrics related to TV shows to currently existing broadcast ratings data, making it much easier for advertiser and ad agencies to follow conversations related to such programs.
Twitter had also recently announced plants on expanding its TV ratings service on a much global scale, from the Nordics, Russia and even parts of Africa plus Southeast Asia, along with the UK and Spain. Although, the global rollout of the rating service shall be done in conjunction with Kantar, linked to the company Weibo is tangled up with.
Weibo’s plans to develop its own TV ratings service were originally revealed during January, when a product known as Weibo TV ratings Indexes was launched alongside wtih CSM Media, which is a joint venture company between Kantar and CTR Market Research. The Indexes would help out to standardize the analysis of social media discussion around TV programs in terms of both the user and volumes, in order to provide a more systematic evaluation on how TV shows are being discussed about on Weibo.
The two companies haves stated that their main objective is to find a way that “provide an industry standard for China’s media industry to measure TV-related social conversations on Weibo.”
With the results of that measurement system being showcased with the TV rating services launched and running. It’s revealed information that’s included on how many people area ctually reading Weibo posting about certain TV shows, during the time span of 24 from six hours before the show, and how many mentions were made on Weibo about said program.