SecondSync said the agreement would enable analysis of total TV discussion levels on Facebook for the first time, “using aggregated and anonymised data to protect user privacy”.

“Social data has become increasingly important as a way for broadcasters and agencies to understand audience reaction to TV output and is used across many areas including, audience measurement, TV planning, and direct response advertising,” the firm said in a statement.

“An initial study into TV-related chatter on Facebook will be the first outcome of the partnership, to be released in February 2014.”

SecondSync is part-owned by WPP’s Kantar, with whom it has previously worked to analyse TV-related conversations on Twitter.

Andy Littledale, managing director of SecondSync, said: “TV-related discussion on Facebook is fascinating and something that all our clients are interested in understanding. We’re very excited about this partnership and the opportunity to provide an additional perspective on social TV behaviour that draws on Facebook’s rich demographics and broad reach.”