NEWS5 October 2011

Rentrak syndicates Bluefin’s ‘social TV’ data

North America Technology

US— Media measurement firm Rentrak is to incorporate social media data from Bluefin Labs into its TV Essentials service.

Bluefin specialises in linking social media activity with viewing of TV programmes and ads, and its data will be used to produce a ‘chatter index’ to accompany Rentrak’s viewer ratings.

Deb Roy, co-founder and CEO of Bluefin Labs, said: “Our technology empowers marketers and television networks to make more informed advertising and programming decisions by allowing them to track how audiences are responding to television.”

Bluefin, which grew out of the MIT Media Lab, was founded by Roy and Michael Fleischman in 2008.