Twitter replies to social TV trend with Bluefin buyout

Editor | 07-02-2013

As it aims to meet the challenge of increased TV and video in social networks, Twitter has acquired social TV analytics company Bluefin Labs.

The move is part of the social network’s strategy to create new ad products and consumer experiences in the intersection of TV and its platform. The acquisition reflects its commitment to the social TV market. In December 2012 Twitter announced an exclusive partnership with Nielsen to develop a social TV rating for the social network based on Nielsen’s SocialGuide platform.
Bluefin Labs provides data products to brand advertisers, agencies, and TV networks. A product of the world famous MIT Labs, the company claims to have launched the world’s first industry-grade analytics platform to link social media commentary with TV shows and commercials at scale. It has worked with a number of leading companies in the world of media and advertising such as P&G and PepsiCo, and TV networks including CBS, Turner Broadcasting, FOX Broadcasting, and Discovery Communications.
Commenting on its buyout, Bluefin Labs said: "While our products have always included data from multiple social media services, the reality is that Twitter is the platform where the overwhelming majority *– about 95% – of public real-time engagement with TV happens. So we couldn’t be more excited to join Twitter. Our work in social TV measurement and analytics to date have meant that Bluefin Labs has necessarily taken an objective, but passive, role in the evolution of social TV. Now as part of Twitter, we look forward to working closely with Nielsen, TV networks, advertisers, agencies, and the rest of the TV ecosystem to help shape the future of social TV.”