Nielsen Adds Owned / Organic to Social Content Analysis

Nielsen has enhanced its Social Content Ratings platform with the ability to analyse engagement with content posted by owned accounts associated with a program, versus organic accounts from the general viewing audience.

Nielsen tracks TV-related conversations via the social media accounts of more than 50,000 programs, networks, cast members, teams and athletes, and attributes their activity to provide measurement at scale. The firm accesses APIs from Twitter and says it is the only measurement provider with direct access to aggregate, anonymous program-related Facebook topic data through which to measure total social media TV activity.

Social Content Ratings was launched last year, to replace the firm's Twitter TV Ratings service, and now provides analysis of audience influencers as they relate to the 'total program conversation'. The new capability will include Twitter data at launch, with plans to incorporate Facebook and Instagram measurement later. Through the enhancements, networks will be able to pinpoint influencers among the general viewing audience; while agencies and advertisers will be able to use these insights to inform brand content strategies across social media channels. The enhancement is currently available in Australia, Italy, Mexico and the U.S.

Johann Dudley (pictured), SVP, Global Product for Nielsen Social, comments: 'Networks are continuing to invest in social (media) 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 (media) conversation about television'.

Web site: www.nielsen.com .