Networks and advertisers wanting to better understand the impact of social media on TV audiences (and their purchase decision) have turned to Nielsen Social for these insights. The product, now called Social Content Ratings, has greatly evolved in the past year, mainly because it now includes Facebook data in addition to Twitter data. Nielsen is the only measurement provider that Facebook allows to aggregate program-related topic data for social TV analysis.
Social Content Ratings had largely measured the total volume of social chatter, but Nielsen today announced the launch of new product capabilities that will enable clients to measure the distinction between owned and earned conversations around a show. Networks will be able to see, then, how much of the conversation is being driven as a results of their social strategies versus what is being driven by fans.
“Networks and advertisers need to understand how social content is resonating with their audiences and whether owned strategies are driving impact,” said Johann Dudley, SVP, Product Leadership, Nielsen Social. “In-depth analysis of owned and organic activity, now available within Social Content Ratings, elevates these performance measures while also quantifying how Twitter content from owned program handles, talent accounts and influential audience members builds program buzz during program airtime and beyond.”
The product will be available in the U.S., Mexico, Australia, and Italy and will only include Twitter data to start. Facebook data will be incorporated at a later date.
Organic and earned conversation tends to vary by genre. During a week in March, 74% of all Twitter conversation around sports programming was organic, while 80% of the conversation around reality series was organic.
“We know that large social fanbases for OWN shows like ‘Greenleaf’ and ‘Queen Sugar’ help drive their success. With these advanced analytics we can now optimize the content distributed on our social platforms and identify our most engaging content and handles as well as key audience influencers” said Harriet Seitler, Chief Marketing Officer and Executive Vice President, OWN, Oprah Winfrey Network.