Kantar launches official Twitter TV Ratings in the UK

Kantar Media has unveiled the UK's official Twitter metric for measuring Twitter TV audience engagement.

Kantar: unveils official Twitter TV Ratings in the UK
Kantar: unveils official Twitter TV Ratings in the UK

Kantar Media developed Twitter TV Ratings as part of a global partnership, announced last year, with the social network. The tools will be available from mid-October.

The ratings tool has been designed to harness geofiltered UK Twitter data that will enable broadcasters, media agencies and advertisers to track how Twitter amplifies the power of television.

It will include metrics not seen in the UK before, including unique authors (people tweeting) and their affinity to brands, channels and programmes, and unique audience. Using data only available to Kantar Media, the ratings will be able to measure the number of individuals who viewed tweets related to individual programmes, as well as impressions (the total number of times that a tweet or retweet has been seen about a particular programme).

The tool will also incorporate the more familiar, existing metrics, 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.

Andy Brown, global chief executive 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."

In addition to these new metrics, Kantar Media has also developed an intuitive dashboard called Instar Social, which broadcasters, media agencies and advertisers will be able to use to view and analyse data alongside their existing TV analysis tools.

Instar Social will include a live, real-time leaderboard, providing a snapshot of the top tweeted programmes as they happen, with the ability to drill down and view actual content of the tweets in real-time.

Further enhancements scheduled for release include trending topics that are driven by a programme, integration of Barb gold-standard ratings data into the dashboard enabling data overlays, and API data feeds.

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