Audience measurement specialist Kantar Media has teamed up with Twitter to develop a new tools for TV planning and analytics in the UK.
Under the alliance, both the firms will work together to provide detailed analytics data for UK broadcasters and media agencies, expected to be available by 2014.
Kantar said the tools will allow broadcasters to assess programmes and series, plan promotions and assist media buyers and sellers to integrate social data more comprehensively with TV.
Kantar Media chairman Andy Brown said: "Broadcasters and advertisers alike are experiencing phenomenal growth in the level of buzz related to TV programming and associated commercials in recent years.
"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."
Twitter COO Ali Rowghani added: "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," Rowghani said.
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