Kantar Buys Into Social Media TV Analytics Firm

In the UK, audience measurement and analysis specialist Kantar Media has acquired a minority stake in social media TV analytics company SecondSync. Terms of the deal were not disclosed.

Bristol-based SecondSync focuses on analysis of social media conversations about TV broadcasts, to provide audience insights for media planning, audience research and commissioning.

In February, the two firms announced a data sharing agreement, giving Kantar Media broadcast audience data from social media channels and SecondSync in return the WPP-owned firm's analysis of official UK TV viewing data from its contract with broadcasting measurement body BARB.

The acquisition extends this existing relationship, and the two companies will now work closely together to deliver a range of TV measurement and analytical tools to the UK market. Richard Asquith, Global CEO, Kantar Media Audiences, says that the deal will strengthen his firm's social TV capabilities and enable clients to understand their audiences more fully.

SecondSync MD Andy Littledale adds: 'We broke new ground in the UK with our Social TV Dashboard, helping broadcasters and advertisers make sense of the big data coming out of social media. Cementing a close partnership with the leading player in audience measurement will enhance our existing products and help Kantar Media bring to market something that will really make an impact in TV planning.'

Web sites: www.kantarmedia.com and www.secondsync.com .