Kantar Media, a specialist in audience research, has confirmed the appointment of Carlos Sanchez to the newly-created role of Director of Social TV. Sanchez was previously co-founder of specialist social TV analytics agency, The Data Republic, acquired by Kantar Media earlier this year.
Sanchez will be responsible for the ongoing development of Kantar Media’s core capabilities around social TV. This strategic focus reinforces the company’s growing expertise in this area following the announcement in 2013 that it had entered into a global partnership with Twitter to develop a new suite of tools to support planning and analytics for the TV industry. It will ensure that Kantar Media meets the needs of broadcasters, advertisers and agencies as social TV becomes an integrated element of marketing campaigns.
Sanchez commented: “The social media buzz around TV programmes, or ‘social TV’, is becoming increasingly important to the media industry, but the data generated is only valuable if it is measured and analysed as rigorously as more traditional elements of audience research. Kantar Media’s focus on this growing business channel puts it at the forefront of the industry and I look forward to developing these new tools for the benefit of our clients.”