How Does Nielsen Accurately Provide Social TV Measurement?

Only 47 percent of tweets related to live primetime series during the past season contained official program hashtags, so how does Nielsen accurately provide social TV measurement?

Only 47 percent of tweets related to live primetime television series during the past season contained official program hashtags, and that number dropped to 26 percent for non-live activity on Twitter, so how does Nielsen accurately provide social TV measurement?

Nielsen also found that 81 percent of social TV engagement (retweets, replies and quotes) on Twitter is with organic tweets sent by the audience, while 19 percent is with content posted by network accounts via network, program and talent accounts.

However,

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