Twitter Is Teaming Up With Samba TV to Help Measure Its Effectiveness at Driving Tune-In

The data and analytics company’s recommendation engine is integrated with smart TVs from 14 manufacturers

Television data and analytics company Samba TV entered into a partnership with Twitter to help measure the social network’s effectiveness in driving tune-in.

The initiative will provide programmers with insights tying engagement on Twitter to tune-ins to primetime broadcast and cable TV programming, over-the-top streaming originals and sporting events such as games from the National Basketball Association, National Football League and National Hockey League.

Twitter vice president of market insights and analytics Tim Perzyk said in a release detailing the partnership, “Twitter is home to the world’s most valuable audience when they’re most receptive, and that includes when they’re watching TV.

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