Nielsen has added Instagram owned measurement into its Social Content Ratings (SCR) platform. This launch marks the first time that Instagram will be measured and delivered by Nielsen’s syndicated social TV measurement solution. In addition to integrating Instagram owned to the platform, Facebook-owned metrics were integrated into Social Content Ratings® user interface in November. With the recent additions of Instagram and Facebook metrics, Nielsen’s SCR platform now offers insights across three of the biggest social media platforms, including Twitter.
The Instagram owned data launch is available only in Australia, Italy, Mexico and the U.S.
“Every day, people come to Instagram to connect with and about their favorite TV shows and stars. We’re excited that Nielsen’s Social Content Ratings will now reflect the ongoing conversation about TV happening on the platform,” said Katie Faul, Director, Partnerships at Instagram.
SCR was launched in 2016. SCR offers insight into the engagement driven by owned accounts, those officially associated with the program, as well as organic activity that occurs between friends and fans. By measuring these two types of activities, media owners, agencies and advertisers have a total view of cross-publisher activity surrounding television programs, allowing them to maximize the impact of social strategies.
“Networks are continuing to invest in social strategies to drive awareness and engagement around programs,” said Erika Faust, SVP Client Service, Nielsen Social. “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 conversation about television.”