Kantar to acquire minority stake in SecondSync

WPP has announced that Kantar, its wholly-owned data investment management business, has acquired a minority stake in SecondSync.

SecondSync is an early-stage social TV business focusing on analysis of social media conversations around TV broadcasts to provide audience insights that can be used for media planning and audience research and commissioning.

SecondSync is in the process of growing its technology team, enhancing its suite of advertising tools for the SecondSync platform and expanding geographically. Clients include Channel 4, ITV, BBC, Shine and MediaCom.

WPP hopes that SecondSync will strengthen its digital and data investment management businesses.

Richard Asquith, Global CEO, Kantar Media Audiences said: “Today’s announcement will strengthen our social TV capabilities. We will be working ever more closely with SecondSync so that our clients across the world will have access to the talent and resources to understand their audiences more fully and therefore make better advertising and programming decisions.”

MediaTel’s Connected Consumer product already provides SecondSync analysis via the daily Social TV report.

The table shows the top UK TV shows as they are mentioned on Twitter, which Connected Consumer has correlated with the BARB overnight viewing figures for each show, creating a Tweets per thousand viewers metric (TPT). New functionality also allows analysis of these top programmes across the past seven months, searchable by channel or programme.

For more information on the product please contact [email protected].