Kantar teams up with Twitter for TV tools
UK — Audience measurer Kantar Media has teamed up with social media site Twitter to develop tools for the UK TV industry.
The tools aim to bring together social TV data from Twitter with the audience research of Kantar Media - in collaboration with its social media partner SecondSync - to enable broadcasters to assess programmes and series, plan programme promotions more effectively and assist media buyers and sellers to integrate social data more comprehensively into the TV component of their media mix.
Twitter COO Ali Rowghani said: “Twitter has become a live companion to the TV viewing experience for millions of people in the UK and around the world, and we are thrilled that Kantar Media will be bringing its considerable audience measurement experience to bear to develop tools and standards for the industry.”
The first of these products will be available commercially to UK broadcasters, media agencies and the wider industry in 2014.