Kantar Media and SecondSync join forces in exclusive data partnership

Audience measurement company, Kantar Media, and social TV analytics company, SecondSync, have announced that they will be joining forces as they enter into an exclusive data partnership.

SecondSync will provide Kantar Media with UK broadcast audience data through the use of social media channels, which aims to offer clients a more comprehensive understanding of online consumer behaviour.

Kantar Media handles the BARB contract to measure UK TV audiences, and will provide SecondSync with analysis of viewing data.

Managing Director of SecondSync, Andy Littledale, has said how the partnership will benefit both the company and clients: “We are delighted to announce this strategic data partnership with Kantar Media.

“Integrating BARB data into our product is an important step for us and will give context to our social figures that clients will find invaluable.”

Richard Asquith, CEO of Kantar Media, said: “We are living in a world where the second screen and social data are playing a larger role in the TV ecosystem with broadcasters, advertisers and their agencies. Our partnership with SecondSync will allow clients to accelerate and begin to monetise that relationship.”

MediaTel’s Connected Consumer already teams SecondSync’s top ten leader-board of Twitter programme conversations with BARB’s overnight data in a daily report. Subscribers can access the data here.

If you are not registered, you can find out more about Connected Consumer here.