Kantar Media acquires minority stake in SecondSync

Kantar Media, a world leader in audience measurement, today announced the acquisition of a minority stake in SecondSync, a UK-based social TV analytics company.

The move extends the existing relationship between the two companies, who entered into a data sharing agreement earlier this year. The two companies will now work closely together to deliver a range of TV measurement and analytical tools to the UK market.

Kantar Media delivers audience measurement and analysis in over 60 markets worldwide, and is a contractor to BARB[i], the official source of UK TV viewing data. SecondSync focuses on analysis of social media conversations around TV broadcasts to provide audience insights for media planning, audience research and commissioning.

Richard Asquith, Global CEO, Kantar Media Audiences said: ”Today’s announcement will strengthen our social TV capabilities. We will be working ever more closely with SecondSync so that our clients across the world will have access to the talent and resources to understand their audiences more fully and therefore make better advertising and programming decisions.”

Andy Littledale, Managing Director of SecondSync commented: "We broke new ground in the UK with our Social TV Dashboard, helping broadcasters and advertisers make sense of the big data coming out of social media. Cementing a close partnership with the leading player in audience measurement will enhance our existing products and help Kantar Media bring to market something that will really make an impact in TV planning."

Kantar Media is part of Kantar, the data investment management division of WPP and one of the world's largest insight, information and consultancy groups.

[i] Broadcasters Audience Research Board (BARB)