The service, which currently analyses conversations on Twitter for every programme aired in the US, has already announced expansion to Australia and Italy.

“Having access to more accurate social media metrics will empower networks, agencies, and advertisers to make data-driven decisions around content, programming and advertising, based on the true influence of the online conversation,” said Gary McBride, president and CEO of the Latin American Multichannel Advertising Council (LAMAC). “Mexico now enjoys one of the best traditional audience metric systems in LATAM. The addition of social media metrics will further enhance our understanding of current consumer behaviour.”

• Nielsen has also announced that it is to form a strategic alliance with Simulmedia to develop a measurement tool that can capture audience activity on niche cable networks in the US. More information can be found here.