Instagram Added to Nielsen's Social Media TV Measure

Nielsen has upgraded its social TV measurement platform Social Content Ratings (SCR) with the addition of Instagram data.

Combined with the addition of Facebook metrics, and the original Twitter data, this now makes SCR 'the most comprehensive measure of program-related conversation in the industry', according to the ratings giant. Initially, Instagram owned data is being made available in Australia, Italy, Mexico and the US.

SCR, available in two dozen global markets and enhanced with Gracenote TV Listings data, compares analysis of engagement driven by owned accounts - those officially associated with the program - with organic activity driven by friends and fans. Nielsen says that by including engagement with official talent accounts, as well as network and program accounts across the three sites, it allows clients to gauge the impact of their owned properties and how it contributes to general consumer activity about TV.

Katie Faul, Director, Partnerships at Instagram, comments: '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'. Erika Faust, SVP Client Service, at Nielsen Social says networks are 'continuing to invest in social strategies to drive awareness and engagement around programs'. She comments: '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'.

Web site: www.nielsen.com .