Information and survey company Nielsen announced that it will be integrating conversations on Facebook about television to its Nielsen TV Twitter ratings. The company also said that Nielsen Twitter TV ratings will be renamed “Social Content Ratings” and it will be including conversations from Instagram at a later date.
Nielsen’s Social Content Ratings will only measure aggregate-level conversations on TV shows on Facebook and Twitter. This means Nielsen will only give ratings based on posts shared with friends and family which are made available to public. Re/Code points out an important distinction that Nielsen itself won’t be looking directly at your postings but Facebook gathers up the data and presents it to Nielsen, in aggregate form.
The expanded ratings are slated for commercial availability in the first half of 2016 and will be made available in all markets where Nielsen Twitter TV Ratings are currently available (Australia, Italy, Mexico and US). Conversation about television shows from TV and over-the-top streaming providers will be measured for linear airtimes as well as on a 24-hour-a-day, seven-day-a-week basis, Nielsen said.
“The expanded metrics will build on the methodology and tracking system that Nielsen has developed over the past three years, since its initial agreement with Twitter,” Nielsen added.
Digital ad measurement platform
In November 2015, Nielsen launched a digital ad measurement product called Nielsen Digital Ad Ratings. The tool would provide media buyers and sellers info on each advertising campaign to understand campaign tactics in order to optimise the campaign. The tool would also provide data like the who the ad is reaching, how it’s doing and consumer reaction across mobile, web and other screens, while the ad is live.
The tool measures all kinds of ad formats including display, banner and video ads across devices and provide real time insights on campaigns. Interestingly, an Exchange4media report says Nielsen tied up with Facebook for the tool, which is already operational in 17 countries including the US, China, Brazil, Australia, Singapore and France.