Twitter and GfK have formed a partnership to introduce GfK Twitter TV Ratings in Germany, Austria and the Netherlands. The new service will provide insights into the frequency and reach of messages from Twitter users associated with television programmes and campaigns. This information is essential for media groups and agencies to gain insight into the growing popularity of live social media commentary.
With GfK Twitter TV Ratings, GfK will be able to provide data on the frequency and reach of messages concerning specific TV programmes. The new service will start rolling out later this year in Germany, Austria and the Netherlands and will enable TV stations to show the additional audience they reach via social media. In addition, media agencies and advertisers will have richer analytics to plan and evaluate cross-media campaigns.
Matthias Hartmann, CEO of GfK, comments: “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.”
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