“Enhanced capabilities” with Nielsen‘s Social Content Ratings that support the analysis of owned activity and organic activity within the total social TV conversation have been rolled out by the audience measurement giant.
The advanced analytics, Nielsen says, are designed to assist and guide network media strategies by measuring the engagement with content posted by owned accounts associated with a program or network in addition to organic accounts from the general viewing audience.
Specifically, the new analytical capability within the current Social Content Ratings platform will include Twitter data at launch, with plans to incorporate Facebook and Instagram measurement at a later date. The enhancement is available in not only the U.S., but also in Mexico, Australia, and Italy. Canadians are presently shut out of the enhancement.
“Networks are continuing to invest in social strategies to drive awareness and engagement around programs,” said Johann Dudley, SVP/Global Product at 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.”
Nielsen uses a methodology that employs some 50,000 unique program, network, cast, team and athlete social accounts, and attributes their activity when relevant to provide precise syndicated measurement at scale. Nielsen accesses full-fidelity APIs from Twitter and is the lone measurement provider with direct access to aggregate, anonymous program-related Facebook topic data in order to measure total social TV activity across social networks.
Harriet Seitler, CMO and EVP of OWN: Oprah Winfrey Network, is already a fan. She said, “We know that large social fan bases for OWN shows like ‘Greenleaf’ and ‘Queen Sugar’ help drive their success. With these advanced analytics, we can now optimize the content distributed on our social platforms and identify our most engaging content and handles, as well as key audience influencers.”
In addition to providing owned and organic analysis within total social TV measurement for TV networks and over-the-top (OTT) streaming providers, Social Content Ratings includes social TV advertising solutions and engagement tools to help TV networks, agencies and advertisers maximize the social impact of their cross-platform strategies.