The new service will provide data on the frequency and reach of messages relating to specific programmes and campaigns. It will start rolling out later this year in Germany, Austria and the Netherlands, with the aim of providing TV stations with insights into the additional audience they reach via social media.

Matthias Hartmann, CEO of GfK, said: “We are delighted with this partnership with Twitter. We are only at the beginning of the digital transformation of media and Twitter has proven itself to be the ‘social soundtrack’ of live events and television. We find the interaction between different media particularly interesting and are working on providing insights into cross-media effects, alongside our innovative new partner Twitter.”

Ali Rowghani, COO of Twitter, added: “Twitter has become a live companion to the TV viewing experience for millions in Germany, Austria and the Netherlands. People love using Twitter while tuned into television and to participate in the live conversation about TV.

“We are thrilled that GfK will be bringing its audience measurement experience to social media, to enable TV stations to measure the total audience they reach.”