This is the time that Instagram will be measured and delivered by Nielsen’s syndicated social TV measurement tool and means that Nielsen now measure the three largest social media platforms – Instagram, Facebook and Twitter.

SCR launched in 2016, and measures both organic and owned social TV activity. It gives insight into engagement driven by owned accounts, those officially associated with the programme, as well as organic activity between friends and fans. Media owners, agencies and advertisers will now have a total view of cross-publisher activity surrounding television programmes.

Erika Faust, senior vice-president client service, Nielsen Social, said: "Networks are continuing to invest in social strategies to drive awareness and engagement around programmes. Being able to provide both owned and organic analysis now gives clients a trusted source of syndicated measurement to understand the return on those investments and how they play a role in driving the overall social conversation about television."

Facebook owned metrics were integrated into SCR in November. The Instagram owned data is currently available in Australia, Italy, Mexico and the US.