Social TV measurement continues to ramp up with an alliance between Kantar Media and Twitter to develop a suite of tools to support planning and analytics for the UK TV industry.
The first of these new products will be available commercially to UK broadcasters, media agencies and the wider industry in 2014. Bringing together social TV data from Twitter with the audience research algorithms of Kantar Media, the tools will enable broadcasters to assess programmes and series, plan programme promotions more effectively and assist media buyers and sellers in integrating social data more comprehensively into the TV component of their media mix.
"The relevance of social media buzz to the TV industry continues to grow," said Andy Brown, chairman of Kantar Media. "Broadcasters and advertisers alike are experiencing phenomenal growth in the level of buzz related to TV programming and associated commercials in recent years. Within the social media landscape, Twitter is the only platform that is public, real-time and conversational."
These characteristics have made Twitter a unique data set for the purposes of measuring live social TV conversation at scale and bringing new tools to broadcasters, agencies and brands to understand and amplify the social engagement about their programming, he reasoned.
"Television and Twitter are deeply complementary forms of media," said Twitter COO Ali Rowghani. "Our users love using Twitter while tuned into television to interact with talent and participate in the live social conversation about TV. In this way, Twitter has become a live companion to the TV viewing experience for millions of people in the UK and around the world, and we are thrilled that Kantar Media will be bringing its considerable audience measurement experience to bear to develop tools and standards for the industry."
Earlier in the week, Nielsen announced the findings of an analysis of minute-to-minute trends in Nielsen's Live TV Ratings and Tweets measurement for 221 broadcast prime time programme episodes. Using Nielsen's SocialGuide tracking, the findings show that live TV ratings had a statistically significant impact in related tweets among 48% of the episodes sampled, and that the volume of tweets caused statistically significant changes in live TV ratings among 29% of the episodes.
"Using time series analysis, we saw a statistically significant causal influence indicating that a spike in TV ratings can increase the volume of tweets, and, conversely, a spike in tweets can increase tune-in," said Paul Donato, chief research officer at Nielsen.