The deal, which is the first of its kind in the UK according to Twitter, will allow Kantar to deliver more social engagement data to broadcasters and media agencies than it can with its current suite of tools.

This will include things such as impressions data on the number of Twitter users exposed to the conversation around a specific programme, which is not available through Kantar's existing social partner Second Sync.

The first products to come out of the partnership will be commercially available to UK broadcasters, media agencies and the wider industry in early 2014.

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