Nielsen, NM Incite acquire social media analytics firm
Nielsen, the consumer and television rating company, and NM Incite, a joint venture between Nielsen and McKinsey & Company, acquired SocialGuide this week. SocialGuide provides social TV analytics, as well as solutions for audience engagement.
"SocialGuide provides a real-time social TV capture service covering programming across 232 U.S. TV channels in English and Spanish, and over 30,000 programs," the Nielsen announcement said. It also noted that SocialGuide creates insights on the social impact of television and allows networks to engage with the social fan base in real time.
Nielsen said this represents its commitment to comprehensive media measurement solutions.
SocialGuide will be integrated into NM Incite, which serves as the hub of Nielsen's social media measurement and analytics efforts. They will attempt to quantify the relationship between social TV and TV ratings to enable advertisers to maximize the impact of their investment.
"It also will provide new research metrics to understand social TV's impact on consumer behavior and viewing habits," the release said.
- see today's press release