Twitter buys social TV firm Bluefin for around $70m
By Gordon MacMillan, mediaweek.co.uk, Tuesday, 05 February 2013 09:21AM
It's being reported that Twitter has made what is its biggest acquisition to date, outstripping that of TweetDeck, with the deal to buy social TV analytics firm Bluefin Labs, which if anyone was in any doubt, underscores the increasingly close relationship between the social network and television.
There is no word on exactly how much Twitter is paying for Bluefin, but industry speculation is that it is spending more than $70m (£44m) based in part on the $20.5m (£13m) Twitter has raised over its four-year life from investors including Softbank and Time Warner.
The four-year-old start-up focuses on measurement of social media conversations about TV and claims to be able to quantify audience engagement in the same way that Nielsen quantifies ratings audience viewership of TV.
Twitter will be able to use the data Bluefin digs out to sell to agencies and brands looking for insight in how they are performing in social media. It will also be able to forge a deeper relationship with TV firms looking to see what shows perform well in social media.Follow @gordonmacmillan
This article was first published on mediaweek.co.uk
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Marketing Manager JV Recruitment £32000 - £38000 per annum, Benefits: Benefits, Greater Manchester
- Consumer Retention Manager (CRM) - Client-side Silverdrum circa £50,000 + bonus, London (Greater)
- FT to reveal first design overhaul in seven years
- Philips launches campaign for app-controlled lightbulbs
- 5 key trends from Dmexco 2014
- Notonthehighstreet.com launches brand campaign
- Bosch secures sponsorship deal with Channel 4's Sunday Brunch
- Publicis boss Maurice Lévy to step down in 2017 amid board shake-up