Nielsen has added Instagram-owned measurement into its Social Content Ratings platform in Australia and some other markets.
This launch marks the first time that Instagram will be measured and delivered by Nielsen’s syndicated social TV measurement solution. With the recent additions of Instagram and Facebook metrics, Nielsen states its SCR platform now offers insights across three of the biggest social media platforms – including Twitter – claiming it is the most comprehensive measure of program-related conversation in the industry.
Since launching in 2016, Nielsen said SCR has become the only social measurement solution that measures both organic and owned social TV activity.
By measuring those two types of activity, media owners, agencies and advertisers can now have a total view of cross-publisher activity surrounding television programs, allowing them to maximise the impact of social strategies.
“Every day, people come to Instagram to connect with their favourite 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.
In addition to integrating Instagram-owned to the platform, Facebook-owned metrics were integrated into Social Content Ratings user interface in November as a part of Nielsen Social’s commitment to providing comparable measurement across social platforms.