Nielsen beefs up Social TV analytics

Audience engagement expert Nielsen has bought SocialGuide, a leading provider of social TV measurement, analytics and audience engagement solutions based in New York City.

The acquisition was done together with NM Incite, a joint venture between Nielsen and management consultancy McKinsey & Company, and is expected to significantly enhance NM Incite’s social media research and analytics capabilities.

SocialGuide is a comprehensive, real-time social TV capture service covering programming across 232 US TV channels in English and Spanish, and over 30,000 programmes.

Built for linear TV, SocialGuide’s intelligent analytics and engagement platform provides insight on the social impact of TV, enabling networks to engage with the social fan base in realtime.

“The skyrocketing adoption and use of social media among consumers is transforming TV-watching into a more immediate and shared experience,” said Steve Hasker, President, Global Media Products and Advertiser Solutions at Nielsen.

“As TV networks see this phenomenon unfold, they require understanding of the impact of social TV on their programming, ratings and advertising effectiveness.”

SocialGuide will be integrated immediately into NM Incite, the hub of Nielsen’s social media measurement and analytics efforts, and will focus on quantifying the relationship between social TV and TV ratings to enable advertisers to maximise the impact of their spend.

Terms of the acquisition have not been disclosed.

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