We know that people with mobile devices often use them while watching TV, but what are they doing with those devices? The measurement specialists at Nielsen have the answer. The company already tracks Twitter use during broadcast, cable and over-the-top streaming viewing, and today it announced it will track Facebook use, as well.
The combined Twitter and Facebook ratings will make up Nielsen’s Social Content Ratings. Companies will be able to use these ratings to track program-related conversations on both social networks, viewing the number of posts shared with friends and family, with followers, and with all followers.
These ratings aren’t available yet, but will debut in the first half of the year. Nielsen says the ratings will help networks, agencies, and advertisers answer five questions:
- How much social chatter is happening per program?
- When and how do viewers engage with content related to their shows across social networks?
- Do viewers discuss programs differently on different social networks?
- What’s the relationship between program-related activity on each social network and viewer behaviors, such as linear viewing on-demand viewing, and visiting program websites?
- What’s the relationship between promotional strategies on digital, social, and linear channels and program-related activity on each social network?
“The development of Social Content Ratings reflects Nielsen’s commitment to continually adapting 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,” says Sean Casey, president of Nielsen Social.” Nielsen Social measurement is evolving to provide a comprehensive, standardized picture of how consumers are responding to program content through social media, wherever and whenever.”
Nielsen notes that almost 60 percent of smartphone and tablet owners use their mobile devices several times a week or more while watching TV.
The package will be commercially available for four markets: the U.S., Mexico, Italy, and Australia.