Social TV tools show how Twitter can amplify the power of television
We help broadcasters, agencies and advertisers understand how audiences engage with TV programmes on Twitter.
To do this we have developed the official industry metric, the Kantar Social TV Ratings, in conjunction with Twitter.
In the UK, 40% of Twitter traffic at peak time is related to TV (Media, 2014), and it’s been proven that watching TV programmes while using Twitter increases emotional responses (Inc.). We analysed 110 million TV-related Tweets from the UK sent over a year period (1 June 2013 to 31 May 2014) and found that 11% of broadcasts had some form of causation – an increase in Tweets was followed by an increase in viewing (Media, 2014). This situation is being found around the world. The symbiotic relationship between Twitter and TV can be harnessed to increase audience engagement and targeting capabilities.
Kantar Social TV Ratings enable broadcasters to keep track of the conversations around their programmes and competing programmes, to help maximise audience engagement. 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, 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 about a programme once it’s finished.
Broadcasters and agencies can use the Kantar Social TV Ratings to analyse the relationship between social media and TV, showing:
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, showing how Twitter amplifies the power of television.