Nielsen Using Instagram to Track Social TV Data
January 24, 2018
Nielsen Jan. 24 announced it is incorporating Instagram into its TV social content ratings (SCR) platform. This marks the first time Instagram will be measured by Nielsen. With the additions of Instagram and Facebook metrics, Nielsen now offers insight across three of the biggest social media platforms, including Twitter.
Since launching in 2016, SCR offers awareness into the engagement driven by owned accounts, those officially associated with the program, as well as organic activity that occurs between friends and fans.
By measuring these two types of activities, Nielsen believes media owners, agencies and advertisers can better monitor cross-publisher activity surrounding television programs, allowing them to maximize the impact of social strategies.
“Nielsen’s social content ratings will now reflect the ongoing conversation about TV happening on the platform,” Katie Faul, director, partnerships at Instagram, said in a statement.
Nielsen contends tracking social media is important as broadcast networks up invest in social strategies to drive awareness and engagement around programs.
“Being able to provide both owned and organic analysis now gives clients and the industry a trusted source of syndicated measurement to understand the return on those investments and how they play a role in driving the overall social conversation about television,” said Erika Faust, SVP client service at Nielsen.