Twitter buys social TV firm Bluefin for around $70m

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.

Twitter: to buy social TV analytics firm Bluefin Labs
Twitter: to buy social TV analytics firm Bluefin Labs

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.

More on this story on The Wall.

Become a member of Campaign from just £88 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content