Kinetiq’s data from 2,600 TV stations will be integrated into Brandwatch’s consumer research platform, which contains an archive of consumer data from various sources including social media channels.

Through the deal, paid, earned and owned media across social, online and TV will be accessible on one platform.

Kinetiq was formed in 2019 from the merger of iQ Media and 4C’s Teletrax. 

Kevin Kohn, chief executive, Kinetiq, said: “Now that our joint customers have the ability to view Kinetiq’s real-time TV feed natively within the Brandwatch consumer research platform, we’re arming them with a common lens to better understand the convergence of TV, digital and social.”

Giles Palmer, chief executive, Brandwatch, added: “Adding what consumers are hearing and seeing on TV will help brands create a deeper understanding of the impact and value of their media spending.”