Facebook, Twitter Battle for TV Network Ad Dollars

Social media giant Facebook is breaking a sweat to break into the advertising schemes of major television networks. The company is officially providing data to CBS, ABC, NBC and Fox to win their advertising dollars. So says a report in the Wall Street Journal.

The Journal cited Facebook officials in a story that reveals the social networking company will also share relevant data via weekly reports with a few other television networks as it strives to drive new revenue opportunities.

Among the data Facebook will serve up are how many "actions," such as likes, comments and shares, various television episodes generate on Facebook. Other data will show how many members participated in an action, according to the Journal.

Twitter's Big Move

We caught up with Greg Sterling, principal analyst at Sterling Market Intelligence, to get his take on the Wall Street Journal report. He told us Facebook and Twitter are competing hard to be the TV advertisers digital platform of choice.

"This data should be seen in the larger context of Facebook trying a wide range of methodologies to prove value to marketers," he said. "By showing a direct relationship, as Twitter has, between TV and social media Facebook hopes to lure more brand and TV ad dollars to the site."

Twitter isn't taking Facebook's moves lying down. The microblogging service just rolled out Nielsen Twitter TV Rating. The companies announced their exclusive, multi-year agreement in Dec. 2012. Essentially, Nielsen and Twitter will deliver a syndicated-standard metric around the reach of the TV conversation on Twitter.

"The Nielsen Twitter TV Rating is a significant step forward for the industry, particularly as programmers develop increasingly captivating live TV and new second-screen experiences, and advertisers create integrated ad campaigns that combine paid and earned media," said Steve Hasker, president of Global Media Products and Advertiser Solutions...

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