The Council for Research Excellence selects Keller Fay Group, Nielsen, Nielsen Life360, NM Incite and Bluefin Labs to participate.
Media conglomerate Time Warner Inc is leading a $12 million round of funding into Bluefin Labs, a start-up company that analyzes tweets and Facebook posts as people watch their favorite TV programs.
Starcom MediaVest Group has a signed a deal with analytics company Bluefin Labs to utilize the latter’s tech platform to monitor social media chatter about TV shows and ads.
Traditional TV ratings measure how many people are watching, but a new ratings system developed by Bluefin Labs measures how viewers respond to television. Led by the head of the Cognitive Machines group at MIT Media Lab, Bluefin Labs says it mapped the “TV genome” to come up with a new set of metrics it calls Response Level and Response Share.
Semantic technology start-up Bluefin Labs has begun testing tools for marketers to monitor and measure TV’s influence via social media. Initial partners from the worlds of marketing and media include Best Buy Co., Inc., Mars, Humana, Razorfish, SS+K, Hill Holliday, Dentsu and Fox Sports.
