Nielsen buys SocialGuide to help advertisers understand link between Twitter and TV ratings

Looking to broaden its media research capabilities and connect the dots between Twitter and TV ratings, Nieslen today announced that it has acquired SocialGuide, a two-year-old, Brooklyn-based startup specializing in social data around television content. Terms of the deal were not disclosed.

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SocialGuide makes a consumer-facing web and mobile product that surfaces buzz around TV shows and movies and organizes content from 232 channels into a socially ranked viewing guide. The seed-funded startup also maintains a television analytics and audience measurement tool, which uses Twitter data, for networks and agencies. This product is what drew Nielsen’s interest to the company.

As part of the deal, SocialGuide will be integrated with NM Incite, the Nielsen and McKinsey & Company joint venture focused on social media analysis. The startup’s technology will be used in conjunction with NM Incite to help advertisers understand how social media impacts consumer behavior and TV ratings.

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