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.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Five years of Wimbledon and brands

Five years of Wimbledon and brands

Wimbledon, the globally-renowned tennis competition, serves up its first game today, and to celebrate, Brand Republic takes a look at some of the tournament's more recent brand sponsors and campaigns.

Share
How to build influence in a multi-platform media world

How to build influence in a multi-platform media world

What are the key ingredients a multi-platform business media owner needs to build significant influence with a priority audience group? Matt Teeman, commercial director, Bloomberg Media, EMEA shares his thoughts.

Share
Telegraph redesigns print edition for 160th birthday

Telegraph redesigns print edition for 160th birthday

The Daily Telegraph has marked its 160th anniversary with a refresh in design of its print edition today, which sees the former gothic masthead restored on the front page.

Share

Get news by email