Kantar Media has announced the integration of Facebook data into its Kantar Twitter TV Ratings tool.
The enhanced capabilities of its newly renamed Kantar Social TV Ratings tool will deliver an even more comprehensive picture of social TV engagement.
Kantar Media’s collaboration with Facebook now enables clients to see counts of posts, likes, comments and shares across the Facebook platform as it pertains to TV programmes.
Carlos Sanchez, Director of Social TV at Kantar Media, commented, “Working with Facebook to incorporate this data strengthens our service and provides clients with a more complete view of TV’s impact in social media channels.”
The enhancement to this tool also enables clients to access the highest engagement on programmes, the most shared links and example posts published by public users relating to specific TV programmes. Similar to the existing Twitter reporting, clients are able to drill down at a granular level to view data by demographics such as age and gender.
Jenny Woods, Social Media Research Lead at the BBC and client of Kantar Media, commented, “Facebook data is a very exciting addition to the BBC’s social listening. For many areas of the business, Facebook is our most popular channel but the majority of our insight around audience chatter is coming from Twitter alone. Facebook data will allow us to gain a more complete view of social TV.”
The original Kantar Twitter TV Ratings tool (KTTR) launched in 2014 to amplify the power of television by tracking social conversations and emotional sentiment around TV programmes specifically on Twitter. KTTR became the official industry metric in the UK and has since gone live in Spain, the Philippines, Brazil, Argentina, Colombia and Turkey.
Kantar Media has upgraded the current KTTR services to include Facebook data as well as Twitter across all markets. The enhanced service will enable broadcasters, media agencies and advertisers to measure and optimise audience engagement and make better planning and buying decisions for cross media campaigns.
Kantar Media’s Social TV Ratings tool will in due course integrate Instagram data as well as other key social media platforms, as the service evolves to provide clients with the most complete view of social TV engagement.