Nielsen Social Content Ratings Bolsters Talent Promotion Measurement via Instagram

Facebook and Twitter were already being tracked, as well

The Nielsen Social Content Ratings measure talent’s promotion of television shows across Instagram, Facebook and Twitter, and its data from Instagram just became more robust.

Nielsen said in a release that the improvement was made possible by Instagram’s recent enabling of creator account measurement via its Graph API (application-programming interface).

The company added that the update enables Nielsen Social Content Ratings to “comprehensively measure talent’s social TV promotion at scale, helping media owners, marketers, agencies and talent understand and make informed decisions surrounding their social strategies across Twitter, Facebook and Instagram.”

According to Nielsen Social Content Ratings data, more than 6,000 talent accounts published over 164,000 pieces of social content during the 2018 TV season, driving more than 170 million engagements for TV programs.

Nielsen added that talent now drives nearly 60% of social engagements for TV shows.

The company also shared a slice of data from last week.

Kim Kardashian West’s appearance on The Tonight Show Starring Jimmy Fallon was tops for the week, generating 1.1 million owned engagements.

The No. 2 spot went to Ellen DeGeneres and The Ellen DeGeneres Show, at 926,200.

And Gabrielle Union took third place, generating 837,000 owned engagements for America’s Got Talent.

Nielsen Social president Sean Casey said in a release, “For our clients, it’s critical to effectively manage the investments they are making across social platforms. The true impact that talent has on the social engagement around TV shows has always been a big blind spot. The challenge for us was crafting a methodology and technology that could determine the program relevance of talents’ social posts at scale for the tens of thousands of actors across thousands of TV shows. In conjunction with our relationships with Twitter and Facebook, Nielsen was able to deliver this measurement to the industry.”

A+E Networks executive vice president of research Don Robert added, “Leaning into a trusted data source to better understand how our talent is engaging with their respective fan bases helps our teams scale these interactions and further drive to our programming. We recognize that our incredible talent has the power to influence consumer discovery and behavior, and Nielsen Social Content Ratings is an important tool that enables our social teams to refine strategies for increased efficiency and impact.”

And FremantleMedia vp of digital marketing and business development J.R. Griffin said, “As the producer of two of the world’s largest reality competition formats, America’s Got Talent and American Idol, we work with our talent to create extremely high levels of social engagement that keep our fans connected to these brands. By leveraging Nielsen’s Social Content Ratings, we are able to accurately measure our talent’s social influence and refine our strategies in real-time in order to create the most impactful campaigns.”