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Today Ad Age reported that last week The CW’s Nikita more than doubled the check-ins from CBS’s Big Bang Theory and set the record for the highest weekly check-in to-date on GetGlue. I’m not really sure though what anyone is reporting about.

Social check-in data has become available in the last couple years and is starting to garner some serious attention. All the data is being made available and quickly published but I’m not sure anyone really knows what to make of it. Nikita had 136K check-ins last week. On the surface it’s really not that interesting. When compared to Nielsen data and it shows that one in ten Nikita viewers checked-in on GetGlue; that’s interesting but it just raises more questions.

Last year GetGlue had 800% subscriber growth. That’s great but to me it just begs the question, how can you compare any two data points with an ever-changing universe? GetGlue is proud of their increasing universe (subscriber base). Nikita may have broke the record for most check-ins in a week, but what was the subscriber difference the old record and the new one? We have all this data about who is watching what but I don’t think much of it is comparable from one week to another.

GetGlue needs to include ratings, or viewership percentage, based on total subscribers and active subscribers for the week. For example, maybe all this data shows that subscribers are creating an account, checking-in to get some gimic, and then never using the service again. In that case I only want to see viewership data with a universe of users that checked-in at least once within the week, not all viewers.

There is something to talk about when it comes to social TV ratings; I just don’t think anyone knows what that is yet. These top ten lists may only be showing who had the best GetGlue tie-in, not the most social or popular show.