Kantar Media, a specialist in audience measurement, has acquired a minority stake in SecondSync, a UK-based social TV analytics company.
The move extends the existing relationship between the two companies, who entered into a data sharing agreement earlier this year. The two companies will now work closely together to deliver a range of TV measurement and analytical tools to the UK market.
Kantar Media delivers audience measurement and analysis in over 60 markets worldwide, and is a contractor to BARB[i], the official source of UK TV viewing data. SecondSync focuses on analysis of social media conversations around TV broadcasts to provide audience insights for media planning, audience research and commissioning.
Richard Asquith, Global CEO, Kantar Media Audiences said: “(This acquisition) will strengthen our social TV capabilities. We will be working ever more closely with SecondSync so that our clients across the world will have access to the talent and resources to understand their audiences more fully and therefore make better advertising and programming decisions.”
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