Spanish Launch for Kantar's Twitter TV Ratings

Kantar Media has launched its Twitter TV Ratings service in Spain. The move follows the UK launch of the tool in October and the acquisition of Barcelona-based TV and social media analytics agency The Data Republic in April.

The Spanish agency is now responsible for overseeing the development and deployment of the group's Twitter TV Ratings across the world. The UK launch and the program as a whole were first announced in August 2013, and involve the combination of Twitter data on chat relating to TV with Kantar's audience research expertise. The Ratings include new metrics such as unique authors and their affinity to brands, channels and programmes; the number of individuals who viewed tweets relating to individual programmes/shows; and the total number of times that a tweet or retweet about a particular programme has been seen.

The launch of the Spanish version coincides with the latest enhancements in Instar Social, Kantar Media's social TV platform in both the UK and Spain, with additional features including a brand affinity module. Alberto De Pablo, Regional Director of Kantar Media Audiences comments: 'The launch of the official Twitter TV metric system in Spain gives the broadcast industry official insight for social TV engagement to complement the TV audience measurement currency. Using the Kantar Twitter TV Ratings, broadcasters, planners and advertisers will have a standard system in the market to appreciate better the relation between TV and Twitter.'

Initial results from the service indicate that 61 per cent of Spanish tweeters send or read tweets while watching TV.

Web site: www.kantarmedia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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