Kantar Media unveils UK's first official Twitter TV ratings
| 02 October 2014
Audience measurement firm Kantar Media has launched what it calls the UK's official Twitter metric for measuring Twitter TV audience engagement.
Developed with Twitter as part of a global partnership announced last year, the Kantar Twitter TV Ratings tool will be available from mid-October. The new tool, bringing together geo-filtered UK Twitter data and Kantar Media audience research, is designed to enable broadcasters, media agencies and advertisers to track exactly how Twitter amplifies the power of television. It comes only days after the firm published research suggesting Twitter activity can provide insights into TV viewing, complementing existing ratings.
The Twitter TV Ratings will include new metrics including unique authors (people Tweeting) and their affinity to brands, channels and programmes; and impressions - the total number of times that a tweet or re-tweet has been seen about a particular programme. It also includes existing metrics such as the number of tweets and re-tweets about a programme before, during and after transmission, average tweets per minute and the highest volume of tweets per minute ascribed to the programme in question.
Commenting on the launch, Andy Brown, Global CEO and chairman of Kantar Media, said: "The launch of the first official Twitter TV metrics in the UK gives the broadcast industry official insight for social TV engagement to complement the BARB gold-standard TV measurement currency. Using the Kantar Twitter TV Ratings broadcasters, planners and advertisers will be able to assess programmes and series, plan programme promotions more effectively and assist media buyers and sellers to integrate social data more comprehensively into the TV component of their media mix."