Kantar has acquired a minority stake in TV social analytics business SecondSync following a partnership earlier this year.
The firm was launched in 2012 in Bristol and its clients include Channel 4, ITV, BBC, Shine and MediaCom. It was founded by Andrew Littledale, Ted Littledale, Lee Carre and Dan Fairs.
Kantar and SecondSync agreed a partnership deal in February to share data through social media channels. Kantar further expanded in this area earlier this month with the announcement of a partnership with Twitter to develop more detailed social analytics on TV shows for media agencies.
A statement from WPP said the deal further strengthened WPP’s digital and data investment management businesses as the group targets digital revenues of 35-40 per cent over the next five years.
“WPP’s data investment management business, with revenues of $4.5bn (including associates), is centred around Kantar, the second largest data investment management network in the world after Nielsen,” said the statements. “By connecting the diverse talents of its 13 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational consumer insights for the global business community.”