Kantar Media, a market research firm owned by ad giant WPP, has bought a minority stake in UK-based social TV analytics company SecondSync.
The agreement extends the relationship between the two firms, after they signed a data sharing agreement earlier this year. They are now due to work together on a “range of TV measurement and analytical tools to the UK market,” said Kantar.
The deal comes just a week after Kantar partnered directly with Twitter to develop a new suite of tools for TV planning and analytics for broadcasters and advertisers, the first of which are due to roll out in the UK next year.
“Today’s announcement will strengthen our social TV capabilities. We will be working ever more closely with SecondSync so that our clients across the world will have access to the talent and resources to understand their audiences more fully and therefore make better advertising and programming decisions,” said Kantar Media CEO Richard Asquith.
SecondSync analyses Twitter conversations around TV broadcasts to provide audience insights for media planning, audience research and commissioning.