Nielsen, an American multinational company dealing with market surveys has announced a new function of Social Content Ratings for Social TVs, an application that will allow to monitor the social profiles of broadcasters, production companies and TV stars separately from the general audience ones. Such a distinction has not been available so far.
Basically, it will be possible to differentiate between owned activity (social activities generated by official networks) and organic activity (audience activities), and their separate measurement would allow companies to assess the effectiveness of their web marketing strategies and to quantify (and thus monetise) the social contribution provided by programs’ guests and actors.
Luca Bordin, General Manager media Sales&Solutions of Nielsen, explained: “valuing audiences who are present on social networks is of vital importance. Broadcasters are making huge investments in order to increase social conversations concerning their programs, which go on also after the broadcasting”.
The arrival of this new kind of measurement in Italy is expected for next week. Nielsen has been operating in our country since 2014 and it deals mainly with social TV measurement through Social Content Ratings, by monitoring social contents on TV programs broadcast by 35 networks, from Netflix to 500 among the leading brands investing in communication.
