Kantar Deal Brings Social Media TV Data

Audience measurement specialist Kantar Media has announced a data sharing agreement with 'social TV' analytics company SecondSync.

Bristol, UK-based SecondSync will give Kantar Media broadcast audience data from social media channels, while in return the WPP firm will provide SecondSync with its analysis of official UK TV viewing data from its contract with broadcasting measurement body BARB.

Richard Asquith, CEO of Kantar Media Audiences, explains: 'We are living in a world where the second screen and social data are playing a larger role in the TV ecosystem with broadcasters, advertisers and their agencies. Our partnership with SecondSync will allow clients to accelerate and begin to monetize that relationship.'

SecondSync MD Andy Littledale says the integration will deliver context to his firm's social figures which clients will find 'invaluable'.

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