Nielsen Buys Social TV Measurer SocialGuide
Ratings company Nielsen and NM Incite, a joint venture between Nielsen and McKinsey & Co., today announced the acquisition of social TV measurement, analytics and engagement provider SocialGuide. The buy is part of Nielsen’s effort to deliver comprehensive media measurement solutions.
SocialGuide’s real-time social TV capture service covers programming across 232 U.S. TV channels, and more than 30,000 programs. SocialGuide’s analytics and engagement platform provides insight on the social impact of TV, enabling networks to engage with their social fan base in real time.
“The skyrocketing adoption and use of social media among consumers is transforming TV-watching into a more immediate and shared experience,” Steve Hasker, president of global media products and advertiser solutions at Nielsen, said in a statement. “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 into NM Incite, the center of Nielsen’s social media measurement and analytics efforts.
“The opportunity in social TV is too big to ignore and there is a need for standard metrics and research to uncover the effect of social TV on programming and advertising strategies,” Andrew Somosi, CEO of NM Incite, said in a statement.