MTV is making shit up again. So now media outlets will undoubtedly try to create value of association. Sounds quite desperate to me. And, incidentally, hoping the "cool factor" rubs off on their brand is one of the things I cautioned advertisers against when evaluating blogs as an ad vehicle many moons ago.
What's funny about this new metric is that the value has always been there, so there's nothing new. It might give one broadcast vehicle an advantage over another, but it won't help broadcast stave off encroaching interactive vehicles.