Performance management specialists Nielsen have released a set of new ‘Social Content Ratings’ a standardised third-party measurement of conversations taking place on Twitter and Facebook regarding video content on TV and streaming services.
The new metrics are an expansion of the Nielsen Twitter TV Ratings and form part of a strategy to provide a full spectrum service across all social channels, with Instagram next in line for the treatment.
In practice this will aggregate conversations including public posts as well as those shared with friends and followers, in addition to wider engagement through functions such as ‘likes’, retweets or shares to build up a profile of what content is generating the greatest buzz.
The service will also be able to chart the reach of posts and the demographics of those interacting during linear airtimes or throughout the day.
Sean Casey, president, Nielsen Social said: “The development of Social Content Ratings reflects Nielsen's commitment to continually adapt our services to meet the needs of the industry and is part of Nielsen's ongoing effort to evolve our measurement to reflect the total audience across screens and platforms. Nielsen Social measurement is evolving to provide a comprehensive, standardised picture of how consumers are responding to program content through social media, wherever and whenever."
The new ratings system will be made available in the first half of 2016.