This week Twitter have declared their intention to bring Twitter TV measurement to even more regions of the world through an expanded partnership with Kantar. Twitter have already been working closely with Kantar to develop tools and Twitter TV measurement standards in the UK and Spain, and are now set to expand into the Nordics, Russia, parts of Africa and southeast Asia.
Meanwhile in the US, Twitter have partnered with Nielsen to launch the Nielsen Twitter TV Rating (NTTR), which complements the Nielsen TV rating. The NTTR has become the benchmark by which Twitter partners can measure the social engagement of their US programming.These initiatives, say Twitter, reflect the strength of their commitment to the social TV market.
In addition, it has today been announced that UK-based TV social media analytics company SecondSync has also joined Twitter.
“Twitter is the only place that hosts a real-time, public conversation about TV at scale,” reads a statement from SecondSync. “By joining Twitter, we will be able to help take that experience, in concert with the rest of the TV ecosystem, to the next level —particularly in markets outside the United States. Our current UK product will continue to be available for an interim period.