Social Media / TV Analyst Adds BARB Ratings

UK firm SecondSync, which analyses the relationship between conversations in social media and TV programmes and audiences, has integrated overnight TV ratings from audience measurement body BARB into its dashboard system.

SecondSync says broadcasters, programme-makers and advertisers can now see 'the minute-by-minute relationship between social TV activity and audiences, and determine to what extent Twitter drives tune-in.' The feature is a result of the company's exclusive strategic data partnership with BARB contractor Kantar Media.

SecondSync boasts the BBC, ITV, Channel 4, UKTV, Twitter and Carat among its clients. MD Andy Littledale says of the new development: 'We are often asked about the relationship between social TV data and audience figures. Until now, investigating this has been a painstaking process of exporting and correlating data sets manually. Now SecondSync users who subscribe to BARB can overlay viewing data onto our social graphs, and instantly see how the relationship plays out.'

Web site: www.secondsync.com .