With social media becoming a popular tool by people to discuss television programs, television and advertising partners are looking to build on such engagements. Twitter has become a social platform to enhance its television measurements in most regions worldwide.

Twitter announced a partnership with Kantar to bring Twitter television measurements for the Nordics, Russia, and select parts of Africa and southeast Asia. Kantar and Twitter have previously worked together to conduct television measurement standards in Spain and the United Kingdom (U.K.). The partnership for the U.K. television industry started in August 2013 followed by Spain in October.

With the partnership, which is a five-year agreement, Kantar and Twitter agreed to team on advertising effectiveness, brand equity, consumer insight, customer satisfaction, and media measurement all under of program name "Data of Now."

"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," said Kantar CEO Eric Salama. "Incorporating Twitter as the 'data of now' will allow us to make real time predictive research a reality for our clients across a range of our services."

"Twitter plays host to a real-time, public conversation at scale on all manner of topics-including television," said Twitter Chief Operating Officer Ali Rowghani. "We're thrilled to expand our partnership with Kantar beyond media measurement, to other areas that impact their clients. We're also looking forward to working with Kantar to bring Twitter TV standards and measurement tools to more regions across the globe."

The goals of the partnership are to also enable broadcasters to evaluate their television programs and how to improve promotions and be effect with media buyers and sellers since the social media data can be included in publicity reports.

"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," said Twitter Vice President for Global Business Development and Platform Jana Messerschmidt.

Twitter's efforts to improve its television measurements come as it utilized other television analytics specialists Mesagraph and SecondSync. Mesagraph already had partnerships with French networks Canal+, France Télévisions, M6, and TF1. SecondSync, a U.K.-based company, also worked similar functions.

"Twitter is the only place that hosts a real-time, public conversation about TV at scale. 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," SecondSync stated in a post, via TheNextWeb.

In the U.S., Twitter has partnered with Nielson to launch the Nielsen Twitter TV Rating (NTTR), which complements Nielsen's television ratings. Since the U.S. partnership, the NTTR has expanded to Australia and Italy. In Japan, Twitter has teamed with Video Research. Across Austria, the Netherlands, and Germany, GFK and Twitter collaborated to improve television and advertising engagement.

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