SecondSync, the social TV analytics company, has integrated overnight TV ratings from BARB, the industry standard audience measurement service, into its platform.
The innovation means that for the first time broadcasters, programme-makers and advertisers can see the minute-by-minute relationship between social TV activity and audiences, and determine to what extent Twitter drives tune-in.
The new feature – available to BARB users – is a result of SecondSync’s strategic data partnership with Kantar Media, a specialist in audience measurement and contractor to BARB, announced in February.
Andy Littledale, Managing Director of SecondSync said: “We are often asked about the relationship between social TV data and audience figures. Until now, investigating this has been a painstaking process of exporting and correlating data sets manually. Now SecondSync users who subscribe to BARB can now overlay viewing data onto our social graphs, and instantly see how the relationship plays out.”