Kantar Media and SecondSync announce strategic data partnership
Kantar Media, a world leader in audience measurement and SecondSync, the social TV analytics company, today announced an exclusive strategic data partnership.
The two companies will enter into a data sharing arrangement, with SecondSync providing Kantar Media with high-level UK broadcast audience data using social media channels, in order to offer clients a richer understanding of online consumer behaviour.
Kantar Media delivers media market research in over 60 markets worldwide, and is a contractor to BARB[i], the official source of UK TV viewing. Kantar Media will provide SecondSync with analysis of BARB TV viewing data on an ongoing basis. SecondSync is a technology startup focused on analysing social media conversations around TV broadcasts, bringing clarity to what engagement means for programme makers, broadcasters and advertisers.
Commenting on the announcement Richard Asquith, CEO, Kantar Media Audiences said: "We are living in a world where the second screen and social data are playing a larger role in the TV ecosystem with broadcasters, advertisers and their agencies. Our partnership with SecondSync will allow clients to accelerate and begin to monetize that relationship".
Andy Littledale, Managing Director of SecondSync commented: " We are delighted to announce this strategic data partnership with Kantar Media. Integrating BARB data into our product is an important step for us and will give context to our social figures that clients will find invaluable."
[i] Broadcasters Audience Research Board (BARB)