Facebook media partnerships director Nick Grudin and media research manager Brian Robinson said in a Facebook Media blog post that Social Content Ratings will measure conversation about original video programming on television and via over-the-top streaming providers, both during linear airtimes and on a 24-hour, seven-day basis.
Grudin and Robinson added that Instagram will be added to Social Content Ratings “in the future,” and they wrote of the social network’s partnership with Nielsen:
As more and more of our TV partners explore new and creative ways to engage with fans during and after the broadcast, it’s critical that they are able to measure and analyze their efforts. Nielsen’s Social Content Ratings are a part of Nielsen’s effort to measure the total audience across screens and platforms. This standardized measurement will help our partners create even better experiences for their most passionate fans, and that’s really exciting to us.
Grudin and Robinson also shared examples of how Facebook usage spiked during primetime TV hours in countries where Nielsen Social Content Ratings will be available, from the first week of the current TV season, Sept. 21 through 27, 2015:
And the two Facebook executives demonstrated how Nielsen Social Content Ratings will measure topic data about specific programs beyond their live broadcast windows, using the current season of Scandal from ABC as an example and pointing out that 47 percent of interactions about the series occur on non-broadcast dates.
Readers: What are your initial thoughts on Nielsen Social Content Ratings?