Nielsen uses SocialGuide acquisition to track impact of Twitter posts on TV ratings

Nielsen said it plans to use its acquisition of social TV measurement company SocialGuide to help TV networks and advertisers measure the impact that Twitter buzz about programs can have on ratings.

The TV research firm is buying SocialGuide through NM Incite, its joint venture with McKinsey & Company. Nielsen didn't disclose terms of the deal. SocialGuide focuses exclusively on analyzing Twitter posts.

Programmers and pay TV distributors have been investing in social TV technology, looking for new ways to drive increased viewers to TV shows and movies. DirecTV (Nasdaq: DTV) and AT&T's (NYSE: T) U-verse TV have integrated social TV applications in their program guides, and Comcast (Nasdaq: CMCSA), Verizon's (NYSE: VZ) FiOS TV and other providers are also looking at ways to allow subscribers to receive recommendations for programs from friends on social networks.

"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 in Monday's announcement.

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