In Fall 2013, Nielsen expanded its purview into the social media sphere with its “Twitter TV Ratings.” The company is now adding Facebook and, later, Instagram, to its “Social Content Ratings” that will measure aggregate-level chatter related to TV shows in posts shared with friends, family, followers and the public. The new social media ratings are slated to be available sometime in the first half of 2016, wherever Nielsen Twitter TV Ratings are currently available (Australia, Italy, Mexico and the U.S.).

Variety quotes Nielsen Social president Sean Casey, who said the move is in response to clients who “are trying to use social to help drive reach for their programs and engagement around the program.” The measurements will be made “around the clock,” not simply around linear views.

“Every day, television fans from around the world use Facebook to talk about the shows and stars they love with the people that matter most to them,” said Facebook executive Nick Grudin. “Fans connect with each other while the show is airing and continue the conversation throughout the week in between episodes. We’re excited that Nielsen’s Social Content Ratings will now reflect the social conversation around television in its entirety.”

Nielsen’s move into charting more social media is a recognition of “how important social-media activity has become in influencing consumer action,” adds Variety, which notes that, “understanding how and when would-be viewers talk about or learn about a particular program lend a boost to a TV network’s promotional efforts or help shape the creative direction of a series.”