Kantar/Twitter TV Analytics Alliance Extends to Spain

WPP-owned Kantar Media is extending its partnership with Twitter to Spain, where it will develop a suite of TV analytics tools bringing together social media TV data from Twitter with its own audience research expertise.

Kantar Media began working with Twitter in August, to develop a suite of planning and analytics tools for UK broadcasters, media agencies and the wider television industry. The firm will now work with Twitter to provide Spain's broadcasters with tools to assess programmes and series, plan programme promotions, and to help media buyers and sellers integrate insights from social media data into the TV component of their media mix.

Andy Brown (pictured), Global CEO of Kantar Media, comments: 'Our partnership with Twitter will give broadcasters, agencies, and brands a holistic view of audience behaviour when viewing television content, so that they can better understand and amplify the social engagement around their programming. Whilst electronic TV measurement services continue to be the recognised currency for TV viewing around the world, I'm delighted that we can bring to the Spanish and UK markets tools to complement the existing ratings services.'

The new suite of tools will be made available to the Spanish media industry next year.

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