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Twitter and Kantar Media strike up partnership to provide more detailed data on social media and TV interaction

Twitter and Kantar Media have announced a partnership which will allow Kantar to provide broadcasters with more data about how their shows are received on the social network.

Deal: Kantar Media is teaming up with Twitter to glean more data

The companies will work together to develop tools to offer more detailed analytics data for media agencies and the service is expected to be commercially available by 2014.

The deal adds to a data sharing partnership announced earlier this year by Kantar Media with social TV analytics company SecondSync, designed to bring clients more in-depth insight into online consumer behaviour.

Chairman of Kantar Media, Andy Brown, 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.”

A statement from Kantar said the data would enable broadcasters to assess programming, plan promotions and assist media buyers and sellers to “integrate social data more comprehensively” with TV.

The benefits of closer integration between TV and social media are becoming more documented, with a recent report by Business Insider claiming “Social TV” has the potential to “become a major business in its own right”.

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