Kantar Media partners with Twitter to enhance UK TV planning and analytics
1 August, 2013
Kantar Media, a world leader in audience measurement, today announced a strategic alliance 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. Bringing together social TV data from Twitter with the audience research expertise of Kantar Mediai
, the tools will enable broadcasters to assess programmes and series plan programme promotions more effectively and they will assist media buyers and sellers to integrate social data more comprehensively into the TV component of their media mix.
Andy Brown, Chairman of Kantar Media, said: ”The relevance of social media buzz to the TV industry continues to grow. Broadcasters and advertisers alike are experiencing phenomenal growth in the level of buzz related to TV programming and associated commercials in recent years. 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. ”
"Television and Twitter are deeply complementary forms of media,” said Twitter COO Ali Rowghani. “Our users love using Twitter while tuned into television to interact with talent and participate in the live social conversation about TV. In this way, Twitter has become a live companion to the TV viewing experience for millions of people in the UK and around the world, and we are thrilled that Kantar Media will be bringing its considerable audience measurement experience to bear to develop tools and standards for the industry.”
Kantar Media is a WPP business.
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About Kantar Media & Kantar
Kantar Media (www.kantarmedia.com
) provides critical information that helps our clients make better decisions about communications. We enable the world’s leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry. Our services and data include analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and evaluating consumers’ reactions in earned media.
As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behaviour and digital insights, marketing and advertising effectiveness to social media monitoring. Our experts currently work with 22,000 companies tracking over 4 million brands in 50 countries.
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WPP was named Holding Company of the Year at the 2013 Cannes Lions International Festival of Creativity for the third year running. WPP was also named, for the second consecutive year, the World's Most Effective Holding Company in the 2013 Effie Effectiveness Index, which recognizes the effectiveness of marketing communications. In 2013 another leading industry competition, the One Show, recognized WPP as Holding Company of the Year at its 40th Annual One Show Awards.
i Kantar Media will work in collaboration with SecondSync, Kantar Media’s recognised Social TV partner.