Kantar Social TV Ratings
We help broadcasters, agencies and advertisers understand how audiences engage with TV programmes on Twitter.
To do this we have developed Kantar Social TV Ratings in conjunction with Twitter.
The real-time, conversational nature of Twitter draws a phenomenal number of TV viewers in order to interact with a community of other fans, and this situation is being found around the world. Over 4 million Tweets was sent in Brazil during the broadcast of the Rio Olympics Opening Ceremony, and Tweets about the premier of Sherlock season four in the UK created a huge 3.4 million total impressions.
Kantar Social TV Ratings enable broadcasters to keep track of the conversations around their programmes and competing programmes, to help maximise audience engagement. The symbiotic relationship between Twitter and TV can be harnessed to increase audience engagement and targeting capabilities. They help agencies and advertisers make better planning and buying decisions to reach socially engaged viewers for stronger campaigns. The service is now live in the UK, Spain, the Philippines, Peru, Brazil and Turkey with more markets due to launch soon.
We track conversations on Twitter 24 hours a day, 7 days a week to give a complete picture of social TV engagement including the buzz leading up to a show, activity around time-shifted and on demand viewing and insight into how long people continue to tweet and post about a programme once it has finished.
Broadcasters and agencies can use the Kantar Social TV Ratings to analyse the relationship between social media and TV, showing:
- Demographics: see the age and gender split of people interacting with TV programmes on Twitter
- Overlay: TV viewing data over minute by minute social TV data, bringing two extremely valuable data-sets together
- Live Leaderboard: view top tweeted and posted programmes in real time
- Brand affinity: understand the brands that people are tweeting or posting about within a show, channel or series
- Sentiment: dive into the underlying emotions behind tweets about TV programmes
- Subscriber Services: tracking content within Amazon Prime and Netflix services is available in the UK, and due to launch in additional markets in the coming months.
- Bench-marking: see how an episode is performing in relation to the rest of the series and competing series
- Characters: the personalities, actors and athletes that are driving conversation
- Twitter Totals: complete figures for audience, impressions, Tweets, likes and authors which can then be filtered for further analysis
- Hashtags: hashtags most frequently included in the collected post on Twitter
- Links: see the links that have been shared on Twitter as they pertain to TV programmes
Kantar Social TV Ratings are accessed by our social TV dashboard, Instar Social, which provides easy and intuitive access to the data, with clear visualisations and options to personalise your display, showing you how Twitter amplifies the power of television.