Kantar Media has unveiled the UK’s official Twitter metric, designed to measure Twitter TV audience engagement.
The system, developed as part of a global partnership with Twitter itself, was first announced last year. The first Twitter TV Ratings tools will be available from mid-October.
The new tool combines geo-filtered UK Twitter data with Kantar’s expertise in media research. It will bring in new metrics that have not previously been available in the UK including; Unique authors (people Tweeting) and their affinity to brands, channels and programmes; Kantar will also measure the number of individuals who viewed Tweets related to individual programmes/shows.
Standard data such as the number of Tweets and Retweets about a programme before, during and after transmission; average Tweets per minute and the highest volume of Tweets per minute ascribed to the programme in question will also be included.
Andy Brown, Global CEO and Chairman of Kantar Media, said ”The launch of the first official Twitter TV metrics in the UK gives the broadcast industry official insight for social TV engagement to complement the BARB gold-standard TV measurement currency. Using the Kantar Twitter TV Ratings; broadcasters, planners and advertisers will be able to assess programmes and series, plan programme promotions more effectively and assist media buyers and sellers to integrate social data more comprehensively into the TV component of their media mix.”
Nielsen launched its Twitter TV ratings in the United States in October 2013. There are plans to launch similar services in Australia, Brazil and Spain.
