Kantar Media has formed a partnership with social TV analytics company SecondSync which will see them share data through social media channels.
The partnership will aim to offer Kantar Media clients a better understanding of consumer behavior through analysis of BARB TV viewing.
Richard Asquith, CEO, Kantar Media Audiences, said: “We are living in a world where the second screen and social data are playing a larger role in the TV ecosystem with broadcasters, advertisers and their agencies. Our partnership with SecondSync will allow clients to accelerate and begin to monetize that relationship.”
The deal will see SecondSync integrated BARB data into its product in order to offer contect to social figures for clients, its managing director Andy Littledale explained.