Kantar Adds Sentiment Analysis to Twitter TV Ratings

Kantar has added sentiment analysis to its Twitter TV ratings dashboard service 'Instar Social', to uncover further insights into the conversations taking place about TV programmes on Twitter.

Launched a year ago, Kantar's service combines Twitter's data on social media chat relating to TV, with Kantar's audience research expertise. The service includes metrics such as unique authors and their affinity to brands, channels and programmes; the number of individuals who viewed tweets relating to individual programmes; and the total number of times that tweet or retweet about a particular programme has been seen.

With the addition of sentiment analysis to the Instar Social dashboard, users will be able to understand if conversations about a show are generally more positive, negative, or neutral, and rank programmes according to sentiment in the leaderboards. They will also be able to delve into the underlying emotion behind tweets, and further categorise results into 'attitudes' or 'opinions' that come through in conversations about TV shows.

Kantar says that Tweets can be shown on a minute-by-minute graph, to demonstrate at what point those emotions were experienced by the individuals.

Web site: www.kantarmedia.co.uk .