Kantar appoints Carlos Sanchez as director of social TV

Audience measurement firm Kantar Media has announced the appointment of Carlos Sanchez to the newly-created role of director of social TV. Sanchez was previously co-founder of 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 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.

In a statement issued on Tuesday, Kantar said the appointment will also ensure that it meets the needs of broadcasters, advertisers and agencies as social TV becomes an integrated element of marketing campaigns.

“Having launched and managed an innovative and successful start-up enterprise, Carlos is ideally placed to take on the challenge of creating Kantar Media’s social TV ‘hub’ as we roll it out across the globe,” said Richard Asquith, global CEO of Kantar Media Audiences.

Sanchez, who will be part of Kantar Media Audiences, which specialises in audience research, measurement and targeting, added: “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.”