No one can say that the folks at Nielsen aren't keeping up as can be read in Nielsen’s Twitter TV Ratings Now Identify The Age And Gender Of Those Tweeting About TV (Or Just Lurking):
Measurement firm Nielsen is expanding the type of information it provides for its Twitter TV Ratings service this morning with the launch of demographic data. This new feature, delivered overnight for over 250 U.S. TV networks, will allow the industry to identify the age and gender of those who are both tweeting about various TV shows and events, as well as those who are viewing those tweets.
Twitter users will be broken down into several “age buckets,” the firm says, including the following: ages 13-17, 18-24, 25-34, 35-54 and 55+, as well as a general “adult” range of 18-49. The company says that already, some initial analysis of Twitter TV demographics across some 273 broadcast and cable program episodes reveals that there is a fairly broad age and gender distribution across programming already.
...The program episode skewing oldest counted 85 percent of its Twitter TV Authors above the age of 35, while 98 percent of the Twitter Authors for the youngest-skewing program were below the age of 35, said Nielsen in a blog post detailing these findings further. In addition, on average, the Twitter TV Authors for Sports Events skewed 79 percent male, while Reality programs skewed 65 percent female. Reality programs also had a younger mix of Twitter TV Authors: 75 percent were below the age of 35. Meanwhile, 63 percent of Authors were below 35 for Comedy programs.
So in addition to looking at the technologically challenged live+same day viewers, apparently the ad buyers are getting information on those that are technologically addicted. Here's the graphic from the blog post mentioned above: