Bluefin Labs has been acquired by Twitter. The TV analytics company has been in the game since 2008, providing a way to measure ratings on TV and see how well branding for platforms has been. So what exactly does this mean for Twitter? A lot.
This partnership is going to open a lot of new ways to provide not only effective social TV, but a way to measure it. The fact that the data will be measurable is the biggest news about this new acquisition. Again, what the point of developing new way to provide interactivity with brands if there’s no way to measure how successful your attempts are?
You can see just with current programing how things are being measured up on their site. Last night, NBA Basketball reached 544k Comments with 291 million Impressions. This is pretty cool, right?
The best part of this acquisition is the integration with Nielsen TV ratings.
This acquisition reflects our commitment to the social TV market, and builds on our exclusive partnership with Nielsen announced in December to develop the Nielsen Twitter TV Rating, the centerpiece of social TV measurement based on Nielsen’s SocialGuide platform.
For those that are unfamilar with the Nielsen TV Rating platform, it’s the audience measurement system in place that was developed in an effort determine the audience size and composition of TV programming in the United States.
Essentially this means, down the road, Twitter is going to be used in conjunction with other tools to determine the effectiveness of TV Brands.
This is a great thing for shows like Community, which has a huge cult following on the internet and Twitter, but just has lacked in the ratings department even though last nights premiere seemed to do well. #sixseasonsandamovie