Kantar Media, a specialist in audience measurement, has announced the extension of its strategic alliance with Twitter to include Spain. It will now develop a suite of tools to support planning and analytics for the TV industry in both the UK and Spain.
Kantar Media has been measuring the TV viewing habits of the Spanish population for 25 years. As viewing habits extend to second screens, the company has been at the forefront of innovation with a pilot test to integrate the measurement of online TV with linear TV viewing already underway this year.
The new tools will be available commercially to the Spanish media industry in 2014 and will bring together social TV data from Twitter with the audience research expertise of Kantar Media. They will enable broadcasters to assess programmes and series, plan programme promotions more effectively and assist media buyers and sellers to integrate insights from social data more comprehensively into the TV component of their media mix.
“Broadcasters and advertisers continue to experience phenomenal growth in the level of buzz related to TV programming and associated commercials in recent years,” said Andy Brown, Global CEO of Kantar Media. “Our partnership with Twitter will give broadcasters, agencies, and brands a holistic view of audience behaviour when viewing television content so that they can better understand and amplify the social engagement around their programming. Whilst electronic TV measurement services continue to be the recognised currency for TV viewing around the world, I’m delighted that we can bring to the Spanish and UK markets tools to complement the existing ratings services.”
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