Each day, Twitter users share the experience of watching television with friends and fans around the world. As more of our television and advertising partners across the globe look to Twitter to strengthen engagement with their audiences — particularly during a live broadcast — the need for standardization around measuring social TV becomes greater.
Today, we’re pleased to announce that we will bring Twitter TV measurement to even more regions of the world through an expanded partnership with Kantar. As we noted previously, we’re working closely with Kantar to develop tools and Twitter TV measurement standards in the UK and Spain. With today’s announcement, that work will now expand to the Nordics, Russia, parts of Africa and southeast Asia.
In addition to expanding our partnership into new regions, we’ll also work with Kantar on a program called “Data of Now” that will apply Twitter’s public, real-time data to new research products in advertising effectiveness, consumer insight, brand equity and media measurement.
In the U.S., we’ve partnered with Nielsen to launch the Nielsen Twitter TV Ratings (NTTR), which complements the Nielsen TV rating. The NTTR has become the benchmark by which our partners can measure the social engagement of their U.S. programming. We’ve also expanded the NTTR to Italy and just recently, Australia. We’re also currently partnered with Video Research in Japan and GFK in Germany, Austria and the Netherlands.
These initiatives reflect the strength of our commitment to the social TV market. We look forward to continuing work with partners around the world to make watching TV with Twitter even better.