Twitter has bought respected social TV analytics business Trendrr to help in its drive to dominate the social TV market.
The acquisition of Trendrr, which tracks real-time social media engagement with television programmes, will help Twitter integrate its service with TV networks and advertisers.
New York-based Trendrr has two products, Trendrr.TV and Curatorr. Trendrr.TV offers tools for tracking TV engagement across social networks – including Twitter – to television networks, publishers and media agencies. Curatorr works with media companies and marketers “to create compelling user experiences”.
In a blog post announcing the move Trendrr CEO Mark Ghuneim said Twitter would be focussing its attention on the Curatorr product.
“Over the last five years we have led the way in working with real-time data and television, unlocking the power and value of engagement around TV and creating compelling media experiences around content.”
“What makes Twitter uniquely compelling among these platforms is its connection to the live moment — people sharing what’s happening, when it’s happening, to the world.”
Twitter said the acquisition would help it to “build great tools for the rest of the TV ecosystem.”
A Trendrr study published in July found that Facebook hosted five times the chatter around TV shows as all other social platforms put together.
In February Twitter bought Bluefin Labs, which works with advertisers and channels to target a show’s fans on Twitter.
The terms of the Trendrr deal have not been confirmed.