Twitter and Kantar Media release UK's first official Twitter TV metric

Twitter and Kantar Media have unveiled the UK’s first official social TV metric for the social network in an effort to allow broadcasters and advertisers to more accurately calculate the social reach of TV shows.

The tool will become available on the market in mid-October and for the first time will offer marketers and idea of the reach of TV-related tweets by providing data on the number of impressions generated by tweets.

The tool will also give data on ‘unique authors’ and their affinity to brands, channels and programmes, and a ‘unique audience’ feature allowing users to see how many individuals viewed tweets related to specific programmes.

At an industry launch event in London, Kantar Media’s global CEO Andy Brown said the UK had one of the best TV measurement services in the world through BARB, and he hoped the Kantar metric would be complementary to existing measurement systems.

“TV viewing has changed forever with the advent of the second screen,” he said. “It has undoubtedly changed the way we watch TV. In the UK, we are blessed with one of the best TV measurement services in the world, BARB, but even BARB isn’t going to be able to measure everything we want to.

“We see this as being absolutely complementary to BARB and running alongside it. It’s a manifestation of a bigger relationship that we have with Twitter.”

Kantar and Twitter began working together a year ago to boost data on social media and TV interaction. The move was announced just after Kantar acquired a minority stake in TV social analytics company SecondSync, whose clients included Channel 4, ITV, BBC and MediaCom.

The partnership between Kantar and Twitter is set to see the development of another 50 products for the market in the time ahead.

During a panel session at the industry launch event, senior product manager at Twitter Andy Littledale said the ability to show the wider reach of TV-related tweets would be important for industry.

“The true reach of TV conversation metric makes it pretty unique and very compelling,” he said. “We provided some of that data previously but were restricted to only saying how many people tweeted, now we have reliable data on how many individuals read those tweets and how many impressions are generated. Agencies and broadcasters can jump on that.”

A statement from Kantar added that the company plans to integrate BARB ratings data into the product’s Instar Social dashboard to enable data overlays.