NEW YORK, Sept. 19, 2019 /PRNewswire/ -- Nielsen, the
industry's one source of media truth, today announced that its
Social Content Ratings® (SCR) solution now
comprehensively measures talent's promotion of TV programs across
Twitter, Facebook and Instagram.
This enhancement, following Instagram's enablement
of Creator Account measurement via its Graph API, makes
Nielsen's SCR the only solution in the market today that
comprehensively measures talent's social TV promotion at scale,
helping media owners, marketers, agencies and talent understand and
make informed decisions surrounding their social strategies across
Twitter, Facebook and Instagram.
According to Nielsen's SCR data, more than 6,000 talent accounts
published over 164,000 pieces of social content for the 2018 TV
season, driving 170+ million engagements for TV programs.
Considering that talent now drives close to 60% of all
social engagement for TV programs (more than network and program
accounts combined), these are crucial insights for networks,
marketers, talent agencies or the talent themselves seeking to
capitalize on the social impact of talent.
"Leaning into a trusted data source to better understand how our
talent is engaging with their respective fan bases helps our teams
scale these interactions and further drive to our programming,"
said Don Robert, Executive Vice
President, Research, A+E Networks. "We recognize that our
incredible talent has the power to influence consumer discovery and
behavior, and Nielsen Social Content Ratings is an important tool
that enables our social teams to refine strategies for increased
efficiency and impact."
As talent has changed the ways in which they engage with fans
and friends alike, Nielsen has continued to invest in enhancements
to its SCR solution in an effort to help marketers keep pace with
this dynamic shift in order to refine these social strategies and
engage with these changing consumers.
"As the producer of two of the world's largest reality
competition formats, America's Got Talent and American
Idol, we work with our talent to create extremely high levels
of social engagement that keep our fans connected to these brands,"
said JR Griffin, Vice President of Digital Marketing and Business
Development, Fremantle, U.S. "By leveraging Nielsen's Social
Content Ratings, we are able to accurately measure our talent's
social influence and refine our strategies in real time in order to
create the most impactful campaigns."
"For our clients, it's critical to effectively manage the
investments they are making across social platforms. The true
impact talent has on the social engagement around TV shows has
always been a big blindspot. The challenge for us was crafting a
methodology and technology that could determine the program
relevance of talents' social posts at scale for the tens of
thousands of actors across thousands of TV shows. In conjunction
with our relationships with Twitter and Facebook, Nielsen was able
to deliver this measurement to the industry," said Sean Casey, President, Nielsen Social.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a
global measurement and data analytics company that provides the
most complete and trusted view available of consumers and markets
worldwide. Our approach marries proprietary Nielsen data with other
data sources to help clients around the world understand what's
happening now, what's happening next, and how to best act on this
knowledge. For more than 90 years Nielsen has provided data and
analytics based on scientific rigor and innovation, continually
developing new ways to answer the most important questions facing
the media, advertising, retail and fast-moving consumer goods
industries. An S&P 500 company, Nielsen has operations in over
100 countries, covering more than 90% of the world's population.
For more information, visit www.nielsen.com.
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SOURCE Nielsen