Nielsen (No. 32 on the DiversityInc Top 50 Companies list) announced Jan. 24 that it has added Instagram owned measurement into its Social Content Ratings (SCR) platform. This launch marks the first time that Instagram will be measured and delivered by Nielsen's syndicated social TV measurement solution. With the recent additions of Instagram and Facebook metrics, Nielsen's SCR platform now offers insights across three of the biggest social media platforms—including Twitter—making it the most comprehensive measure of program-related conversation in the industry.
Since launching in 2016, SCR has become the only social measurement solution that measures both organic and owned social TV activity. Specifically, SCR offers insight 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, media owners, agencies and advertisers will now have a total view of cross-publisher activity surrounding television programs, allowing them to maximize the impact of social strategies.
"Every day, people come to Instagram to connect with and about their favorite TV shows and stars. We're excited that Nielsen's Social Content Ratings will now reflect the ongoing conversation about TV happening on the platform," said Katie Faul, Director, Partnerships at Instagram.
"Networks are continuing to invest in social strategies to drive awareness and engagement around programs," said Erika Faust, SVP Client Service, Nielsen Social. "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."
"Having insight into how fans are interacting and engaging organically with our networks' unique programming and how our talent and program accounts are helping drive that engagement is critical to our overall social strategy. With the addition of Instagram into Nielsen's Social Content Ratings, we will now have an even deeper understanding of the share of voice our owned accounts have over three major social media platforms, allowing us to tailor our social media strategies by publisher," said Jess D. Aguirre Jr., SVP Media Research & Consumer Insights, Crown Media.
Nielsen uses a dynamic methodology to track TV conversations around the clock, including leveraging Gracenote TV Listings data as a way to comprehensively measure social conversation specific to the linear TV experience at scale. In addition to the organic audience activity, this now includes measuring the engagement with official talent accounts as well as network and program accounts across Facebook, Instagram, and Twitter. By offering the industry unprecedented insight into the additional engagement driven by these talent individuals, clients can gauge the impact of their owned properties and how it contributes to general consumer activity about TV.
In addition to integrating Instagram owned to the platform, Facebook owned metrics were integrated into Social Content Ratings user interface in November as a part of Nielsen Social's commitment to providing comparable measurement across social platforms.
The Instagram owned data launch is available in Australia, Italy, Mexico and the U.S.