This week we announced that Nielsen will be expanding Nielsen Twitter TV Ratings to include Facebook topic data for the first time. The expanded set of metrics, Nielsen’s “Social Content Ratings,” will be the first solution to measure total program-related activity on Twitter and Facebook, including program mentions between friends and family, to followers, and shared publicly. We will track social media activity for original video programming from TV and over-the-top streaming providers for linear airtimes as well as on a 24-hour-a-day, seven-day-a-week basis.
A recent Nielsen study found that nearly 60% of smartphone and tablet owners use their devices while watching TV several times a week or more. Consumers are using these “second screens” to browse the Internet, connect with friends about what they’re watching and read social discussion of programs. Combined with social media, this multi-screening behavior has transformed watching television into a social experience to be enjoyed with friends, family and fellow fans.
With the launch of Nielsen’s Social Content Ratings in the first half of 2016, Nielsen will provide a holistic view of social program activity, unlocking actionable insights and supporting cross-platform strategies for networks, agencies and advertisers. Nielsen’s Social Content Ratings will help answer five key questions for these industry players:
- What is the total amount of social activity for a program?
- When and how do audiences engage with program content across social networks?
- Do program audiences respond to and discuss programs differently through varying social networks?
- What is the relationship between program activity on each social network and consumer behaviors such as linear viewing, digital viewing and visits to programs’ web properties?
- How do promotional strategies across digital, social, and linear channels relate to program activity on each social network?
According to Sean Casey, President, Nielsen Social, “The development of Social Content Ratings reflects Nielsen’s commitment to continually adapting our services to meet the needs of the industry and is part of Nielsen’s ongoing effort to evolve our measurement to reflect the total audience across screens and platforms. Nielsen Social measurement is evolving to provide a comprehensive, standardized picture of how consumers are responding to program content through social media, wherever and whenever.”
The expanded ratings are slated for commercial availability in the first half of 2016 and will be made available in the four markets where Nielsen Twitter TV Ratings are currently available (Australia, Italy, Mexico and U.S.).