Twitter and Kantar Media social TV analytics partnership extends to Spain
Twitter and Kantar Media have announced the extension of a recent UK partnership to include Spain.
Expansion: The deal between Twitter and Kantar now covers Spain
The deal between Twitter and the analytics firm offers tools for marketers to allow deeper insight into the relationship between social media and TV viewing. The extension is effective from 2014 and will enable broadcasters to asses programme performance and plan promotions more effectively, as well as provide better information for media buyers and sellers about social data integration.
Andy Brown, global CEO of Kantar Media, said: “Our partnership with Twitter will give broadcasters, agencies and brands a holistic view of audience behaviour when viewing television content so that they can better understand and amplify the social engagement around their programming.
“While electronic TV measurement services continue to be the recognised currency for TV viewing around the world, I’m delighted that we can bring to the Spanish and UK markets tools to complement the existing ratings services.”
Earlier this year, Kantar Media also signed a deal with TV social analytics company SecondSync in an effort to bring clients more in-depth insight into online consumer behaviour.
