Kantar IBOPE Media is to start releasing data on TV-related Twitter activity in Argentina and Colombia.
From the beginning of February, the Kantar Twitter TV Ratings will display different metrics about social TV activity related to shows, events coverage and free-to-air (FTA) networks. In addition to Argentina and Colombia, the company plans to make the solution available in Peru before summer.
The online tool aims to bring more data into the analysis of how viewers participate in the digital environment. Kantar Twitter TV Ratings will compare different periods of activity, analysis viewers’ feelings, follow hashtags and influencers and monitor brand engagement.
“Social TV is a daily reality for many viewers, and Kantar Twitter TV Ratings enables us to understand those habits in depth as well as their impact in the industry,” said Fabia Juliasz, director, video audience measurement, Kantar IBOPE MEDIA, Latin America. “It offers data on regular TV audience figures combined with Twitter variables.”
The social TV solution, launched in the UK 2013, is also available in Brazil, Spain, the Philippines and Turkey.