NEWS12 November 2012

Nielsen & NM Incite acquire SocialGuide

M&A North America

US — Nielsen and NM Incite – a joint venture between Nielsen and McKinsey & Company – have acquired SocialGuide, a provider of social TV measurement, analytics and audience engagement tools for an undisclosed sum.

Nielsen says the acquisition will strengthen its media measurement portfolio and expand NM Incite’s social media research and analytics capabilities.

SocialGuide is a real-time social TV capture service covering programming in 232 US TV channels in English and Spanish, and over 30,000 programmes. Built for linear TV, SocialGuide’s intelligent analytics and engagement platform provides insight on the social impact of TV, enabling networks to engage with the 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. As TV networks see this phenomenon unfold, they require understanding of the impact of social TV on their programming, ratings and advertising effectiveness,” said Steve Hasker, president, global media products and advertiser solutions at Nielsen.

SocialGuide will be integrated immediately into NM Incite, the hub of Nielsen’s social media measurement and analytics efforts. Through this integration, marketers will be able to quantify the relationship between social TV and TV ratings to enable them to maximise the impact of their spend, and provide new research metrics to understand social TV’s impact on consumer behaviour and viewing habits.

“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,” said Andrew Somosi, CEO of NM Incite. “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.”

Terms of the acquisition were not disclosed.