Kantar Media, an audience research firm owned by ad giant WPP, has bought specialist social TV analytics agency The Data Republic.
Kantar said that the acquisition will build on its activities in audience measurement and insight in more than 60 markets.
The deal comes after Kantar said this week that, as part of its partnership with Twitter, it is expanding its social TV planning and analytics from its base in the UK and Spain to also include include the Nordics, Russia as well as parts of Africa and south-east Asia.
“The level of social media buzz related to TV shows and commercials continues to grow,” said Andy Brown, Global CEO of Kantar Media. “Whilst electronic TV measurement continues to be the recognised currency for TV viewing around the world, the need to better understand and amplify the social engagement around programming and advertising has never been greater.”
Last year, Kantar bought a minority stake in UK-based social TV analytics company SecondSync, which was this week acquired by Twitter.
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