New York—Nielsen and NM Incite, its joint venture with McKinsey & Co., have acquired SocialGuide, a start-up that tracks Twitter conversations about TV shows. Financial terms of the deal were not disclosed.
SocialGuide's technology captures tweets about shows on 232 U.S. TV channels in English and Spanish, covering more than 30,000 programs. The acquisition is expected to augment NM Incite's technology linking social media chatter and TV ratings to help inform media buys. SocialGuide, founded in 2010, is based in Brooklyn, N.Y.
Nielsen partnered with Twitter on a new service that enables businesses to create surveys directly within Twitter, and has been busy
expanding its online campaign ratings initiative.