Kantar partners with Twitter for UK TV planning and analytics
Kantar Media has partnered with Twitter to develop a new suite of tools to support planning and analytics for the UK TV industry.
The first of these new products will be available commercially to UK broadcasters, media agencies and the wider industry in 2014.
The tools will enable broadcasters to assess programmes and series, plan programme promotions ‘more effectively’ and assist media buyers and sellers to integrate social data more comprehensively into the TV component of their media mix.
“Broadcasters and advertisers alike are experiencing phenomenal growth in the level of buzz related to TV programming and associated commercials in recent years,” said Andy Brown, Chairman of Kantar Media.
“Within the social media landscape, Twitter is the only platform that is public, real-time, and conversational. These characteristics have made Twitter a unique data set for the purposes of measuring live social TV conversation at scale and bringing new tools to broadcasters, agencies, and brands to understand and amplify the social engagement about their programming.
“Electronic TV measurement services remain first and foremost the recognised currency for TV viewing around the world. Tools such as those announced in development today will serve to complement the existing industry currency. ”
Twitter’s COO Ali Rowghani said that Twitter has already become a live companion to the TV viewing experience, and that the company is ‘thrilled’ that Kantar will be bringing considerable audience measurement experience to develop tools and standards for the industry.
MediaTel’s Connected Consumer product already provides SecondSync analysis via our 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 anne.tucker@mediatelgroup.co.uk.