Audience research company Kantar Media has launched Kantar Twitter TV ratings, the first measurement tool to analyse social media TV audiences in Spain. It is the result of a global partnership with Twitter to implement a new suite of tools to support planning and analytics for the TV industry.
Its first findings reveal that 61 per cent of Spanish tweeters send or read tweets while watching TV.
“This habit is more and more frequent. Over the last two years the relationship (between TV and Twitter) has been growing and is linked to the new TV consumption patterns,” explains Carlos Sánchez, director of Social TV at Kantar Media.