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Twitter Buys Trendrr To Strengthen Social TV Measurement
Twitter has enhanced its social TV tracking capabilities today with its acquisition of Trendrr, the New York-based company that analyzes and aggregates social conversation around television.
Trendrr has a Twitter-certified product called Curatorr that lets brands and media outlets curate tweets surrounding specific events and TV programs. The Curatorr website describes its real-time capabilities this way:
Curatorr’s real-time API brings the full power of the Curatorr toolset to your apps. Whether you’re pushing tweets live on-air, surfacing real-time streams in mobile apps, or creating custom curation dashboards for your own unique workflows, our API makes it possible.
No doubt that’s an attractive addition to Twitter’s already solid product lineup for media outlets and advertisers.
Twitter bought BlueFin Labs earlier this year — another company that plays in the social TV space. Bluefin’s specialty is/was helping brands measure and connect social conversations to TV shows and commercials.
This has become an important business line for Twitter (and Facebook and Google, etc.) because numerous studies have shown a positive correlation between social chatter and TV ratings — particularly social chatter on Twitter. Coincidentally, a recent study done by Trendrr suggested that Facebook has more TV-related conversations than Twitter. If true, Facebook’s more closed nature makes it harder for advertisers and media outlets to take advantage of those conversations on Facebook than on Twitter.
Trendrr will honor its existing client contracts and then its products will be rolled into Twitter’s social TV offerings.