Kantar and Twitter have entered into a global partnership with an agreement for over five years. Under the programme name “Data of Now,” both parties have agreed to collaborate on new research products in the areas of advertising effectiveness, consumer insight, brand equity, customer satisfaction and media measurement.
Additionally, the companies have agreed to expand the connections between selected Kantar and Twitter data assets.
Kantar CEO Eric Salama said: “We are very pleased to be extending this relationship and build on the learning and successes of our initial collaboration in the area of social TV.” Salama added that incorporating Twitter as the “data of now” will allow Kantar to make real time predictive research a reality for clients.
Twitter COO Ali Rowghani added that Twitter is also looking forward to working with Kantar to bring Twitter TV standards and measurement tools to more regions across the globe. The two have announced an extension of their exclusive partnership for the provision of social TV ratings and analytics. The agreement will see the relationship grow from its current base in the UK and Spain to include the Nordics, Russia, as well as parts of Africa and SEA.
Kantar and Twitter initially announced their agreement to jointly develop a suite of tools to support planning and analytics for the UK TV industry in August 2013. This agreement was subsequently extended to Spain in October 2013.
The tools bring together social TV data from Twitter with the audience research expertise of Kantar Media. It enables broadcasters to assess programmes and series, plan programme promotions more effectively and assist media buyers and sellers to integrate insights from social data more comprehensively into the TV component of their media mix.
The Kantar/Twitter partnership followed an earlier agreement signed in June 2013 with Kantar parent company WPP and the Data Alliance, which covers other WPP divisions including media investment management company GroupM and digital agencies such as Wunderman.