Nielsen Social Content Ratings Will Now Include Instagram

Facebook was added in January 2016

Instagram data was added in the U.S., Australia, Italy and Mexico Nielsen
Headshot of David Cohen

In January 2016, Nielsen added data from Facebook to its already existing Nielsen TV Twitter Ratings, rechristening the offering Nielsen Social Content Ratings. Nick Grudin (now vice president of media partnerships) and Brian Robinson (now director, media partnerships analytics) said in a blog post at the time that Instagram would be added to Nielsen Social Content Ratings “in the future.”
The future is now, as Nielsen announced Thursday that Instagram data has been added to Nielsen Social Content Ratings in the U.S., Australia, Italy and Mexico.
“Having insight into how fans are interacting and engaging organically with our networks’ unique programming and how our talent and program accounts are helping to drive that engagement is critical to our overall social strategy,” said Jess D. Aguirre Jr., senior vice president of media research and consumer insights at Crown Media Family Networks, Hallmark Channel’s parent company. “With the addition of Instagram into Nielsen’s Social Content Ratings, we will now have an even deeper understanding of the share of voice that our owned accounts have over three major social media platforms, allowing us to tailor our social media strategies by publisher.”
Nielsen bills its Social Content Ratings as “the only measurement solution that measures both organic and owned social TV activity,” saying that it uses a “dynamic methodology” and leverages Gracenote TV listings data to track organic social conversations specifically tied to linear TV shows, as well as network and program accounts across Facebook, Twitter and, now, Instagram.
The ratings service said in a press release, “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.” David Cohen is editor of Adweek's Social Pro Daily.