Audience measurement specialist Kantar Media is teaming up with Twitter to develop a new suite of tools to support planning and analytics for the UK television industry.
The first of these new products will be available commercially to UK broadcasters, media agencies and the wider industry in 2014. Bringing together social TV data from Twitter with the audience research expertise of Kantar Media, the tools will 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.
Andy Brown, Chairman of Kantar Media, suggested that the relevance of social media buzz to the TV industry continues to grow. “Broadcasters and advertisers alike are experiencing phenomenal growth in the level of buzz related to TV programming and associated commercials in recent years. Within the social media landscape, Twitter is the only platform that is public, real-time, and conversational. These characteristics have made Twitter a unique data set for the purposes of measuring live social TV conversation at scale and bringing new tools to broadcasters, agencies, and brands to understand and amplify the social engagement about their programming. Electronic TV measurement services remain first and foremost the recognised currency for TV viewing around the world. Tools such as those announced in development today will serve to complement the existing industry currency.”
“Television and Twitter are deeply complementary forms of media,” said Twitter COO Ali Rowghani. “Our users love using Twitter while tuned into television to interact with talent and participate in the live social conversation about TV. In this way, 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.”