Social TV analytics company SecondSync has integrated overnight TV ratings from BARB into its social TV measurement service.
It means that for the first time broadcasters, programme-makers and advertisers can see the minute-by-minute relationship between social TV activity and audiences, and determine to what extent Twitter drives tune-in.
Andy Littledale, Managing Director of SecondSync said: “We are often asked about the relationship between social TV data and audience figures. Until now, investigating this has been a painstaking process of exporting and correlating data sets manually. Now SecondSync users who subscribe to BARB can now overlay viewing data onto our social graphs, and instantly see how the relationship plays out.”
The new feature, available to subscribers to the BARB service, follows the earlier partnership between SecondSync and BARB data supplier Kantar Media.