Kantar Media, the audience measurement company, recently unveiled 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 new Kantar Twitter TV Ratings tools will be available from mid-October.
The new tool, bringing together geofiltered UK Twitter data with the audience research expertise of Kantar Media, enables broadcasters, media agencies and advertisers to track exactly how Twitter amplifies the power of television.
Kantar Twitter TV Ratings will include new metrics that have never been available before in the UK including unique authors (people Tweeting) and their affinity to brands, channels and programmes; unique audience – using data only available to Kantar Media they are able to measure the number of individuals who viewed Tweets related to individual programmes/shows; and impressions – the total number of times that a Tweet or Retweet has been seen about a particular programme.
This is in addition to existing metrics such as the number of Tweets and Retweets about a programme before, during and after transmission; and the average Tweets per minute and the highest volume of Tweets per minute ascribed to the programme in question.
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.”
In addition to these new metrics, Kantar Media has also developed an intuitive dashboard, Instar Social, that broadcasters, media agencies and advertisers can use to view and analyse data alongside their existing TV analysis tools. Instar Social will include a live, real-time leaderboard, providing a snapshot of the top Tweeted programmes as they happen, with the ability to drill down and view actual content of the Tweets in real-time.
Further enhancements scheduled for release include trending topics that are driven by a programme, integration of BARB gold-standard ratings data into the dashboard enabling data overlays, as well as API data feeds.
Kantar Media provides critical information that helps clients make better decisions about communications. Working with the world’s leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry, their services and data include analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and evaluating consumers’ reactions in earned media.
As a global house of expertise in media and marketing information, Kantar Media provides its clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behaviour and digital insights, marketing and advertising effectiveness to social media monitoring. They currently work with 22,000 companies tracking over 4 million brands in 50 countries.