NEWS3 May 2017

Nielsen expands social content ratings

News North America

US – Nielsen has launched enhanced capabilities to its social content ratings platform to support the analysis of owned and organic activity. 

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According to the announcement, the analytics will inform network media strategies by measuring the engagement with content posted by owned accounts associated with a programme or network, as well as organic accounts from the general viewing audience. 

This, says Nielsen, will allow networks to ‘better understand the efficacy of their social strategies and pinpoint influencers among the general viewing audience'. 

“Networks are continuing to invest in social strategies to drive awareness and engagement around programmes,” said Johann Dudley, senior vice president, global product, 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.”