TV ratings firm Nielsen invests in social media measurement firm SocialGuide

Netherlands-based information and measurement company Nielsen Holdings NV (NYSE:NLSN) and NM Incite LLC, a provider of social media software, research and advisory, unveiled the purchase of US sector firm SocialGuide Inc.

Financial details were not disclosed. NM Incite is Nielsen’s joint venture with US management consulting services Provider McKinsey & Company Inc.

The acquired business offers social TV measurement, analytics and audience engagement solutions. It covers programming across 232 US TV channels in English and Spanish. Its intelligent analytics and engagement platform provides insight on the social impact of TV, enabling networks to engage with the social fan base in real time.

The deal bolsters Nielsen’s TV measurement solutions and social media analytics portfolio as well as NM Incite’s social media research and analytics capabilities. The acquired business will be folded into NM Incite, adding complementary software technology and data streams, the buyers added.