Nielsen adds Instagram to social TV content ratings

Lazaro Gamio / Axios

Nielsen will add Instagram to its Social Content Ratings® (SCR) platform, which measures social engagement with TV shows. Nielsen already measures Facebook and Twitter engagement with TV shows.

Why it matters: Ratings do not always equal social engagement. SCR ratings help brands and networks understand how their content performs across platforms, which is important given that roughly 70.3% of the total U.S. adult population will regularly use another digital device while watching TV, according to eMarketer.