The two companies will collaborate on new research products in the areas of advertising effectiveness, consumer insight, brand equity, customer satisfaction and media measurement, according to a statement.

It builds on an initial partnership between Kantar and Twitter, which focused on tools for social TV analysis: to help broadcasters assess programmes and series, plan programme promotions and assist media buyers and sellers to integrate social data into the TV component of their media mix.

This work will continue and will expand beyond its initial scope of the UK and Spain to include the Nordics, Russia and parts of Africa and southeast Asia.

Twitter COO Ali Rowghani said: “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.”