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Nielsen acquires SocialGuide to gain social TV data


Social television specialist SocialGuide has been acquired by Nielsen and NM Incite, its social media subsidiary joint venture with McKinsey & Co. Terms of the deal, which was announced today by Nielsen, were not disclosed.

Nielsen said the deal aligns with its mission to measure media, and adds additional and complementary capabilities to NM Incite’s ability to research and analyze social media. SocialGuide’s integration into NM Incite is effective immediately.

SocialGuide serves differing functions for consumers and business. Viewers get a guide to over 230 channels in both English and Spanish, ranked according to the degree of social activity engendered by around 30,000 programs, and a platform for engagement. The other side collects and analyzes Twitter and other social data for use by networks and agencies.

Executives from all three companies issued statements.

Steve Hasker, president, Global Media Products and Advertiser Solutions at Nielsen: “The skyrocketing adoption and use of social media among consumers is transforming TV-watching into a more immediate and shared experience. As TV networks see this phenomenon unfold, they require understanding of the impact of social TV on their programming, ratings and advertising effectiveness. Nielsen’s expertise in creating industry standard consumer measurement means we are uniquely suited to establish a deeper understanding of today’s highly-engaged consumers through social TV metrics. We are thrilled by the addition of SocialGuide to our portfolio and welcome them to Nielsen.”

Andrew Somosi, CEO of NM Incite: “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. TV networks are expanding their research, advertising and engagement efforts across social media. The powerful combination of Nielsen, NM Incite and SocialGuide will enable us to deliver unparalleled insights and capabilities to our TV and advertiser clients.”

Sean Casey, founder of SocialGuide: “Nielsen is the industry leader in providing cross-platform and multi-media measurement solutions. There is no greater opportunity to establish industry metrics and standards in social TV than bringing Nielsen, NM Incite and SocialGuide together. We are incredibly excited to work together and bring TV networks the next level of measurement.”

Related links:

Social Guide – http://www.socialguide.com

Nielsen – press release

Nielsen – http://www.nielsen.com

NM Incite – http://www.nmincite.com

MediaPost – Nielsen Buys SocialGuide, Extends Social TV Data Reach

Forbes – Nielsen Acquires Social TV Metrics Company SocialGuide