Investors Give Social TV a Thumbs Up

Social TV is undoubtedly a hot topic in the media world, with every TV executive becoming more and more enamored with the thought of any potential ratings boost from viewers who tweet, Facebook chat, dutifully watch with their iPads on their laps or simply text about their favorite shows. But making sense of all that social TV activity is a tricky challenge — and whichever company can lay claim to owning social TV data should emerge a powerful player in the new TV world.

Cue the venture capital money train. Social TV analytics upstart Bluefin announced Tuesday that is had raised $12 million in series B funding, led by Time Warner Investments as well as new investor SoftBank Capital and return investors Redpoint Ventures and Lerer Ventures. That’s in addition to a $6 million series A funding.

Bluefin, which was born out of MIT Media Labs, publishes a daily top ten list of the most socially engaged shows on TV from the previous night. For example, per Bluefin, the season premiere of American Idol earlier this month generated over 500,000 social media comments. That sort of data puts Bluefin, which rolled out its product suite in May of last year, up against other contenders in the space — including companies like Trendrr and new players like SocialGuide, which releases weekly social TV ranker.

But Bluefin’s core business appears geared around helping networks, advertisers and agencies use social TV analytics strategically. The company claims it can help clients drill down to find out how what sort of response specific shows are generating via social media, as well as shows on competing networks during a specific time period or daypart. Media buyers can theoretically use Bluefin’s data to target shows based on engagement rates or socially responsive audiences.

Bluefin’s clients include CBS, Discovery Communications, Fox, Starcom MediaVest Group, MediaCom and MTV Networks. Below is an infographic the company made from its aggregate data.

https://digiday.com/?p=5285
Digiday Top Stories
  • Eyeview becomes the latest ad tech casualty

    Eyeview, which raised around $80 million in funding, told its 100 employees the company would shut.

  • Video: WTF is Apple’s privacy update?

    Digiday senior reporter Tim Peterson breaks down Apple's new privacy update.

    ad attribution
  • Online music videos get official age ratings in UK, the US could be next

    Online music videos will now receive age ratings in the same way films do in the U.K. as part of a government-led pilot. The Department of Culture Media and Sport has brought together U.K. record labels, Sony, Universal and Warner Music, along with platforms YouTube and Vevo, ratings body BBFC and record label trade body BPI to crack down on the amount of unsuitable music content seen by children online.

  • Content marketers share their biggest mistakes and failures

    At the Digiday Content Marketing Summit, in Half Moon Bay, California, this week, we asked the cream of the content marketing crop what to share their biggest mistakes. Hasbro's Tina Walsh likened a failed call for user-generated content to "throwing a party and no one comes." Sonic's Sarah Beddoe cautioned against jumping on the latest social platform just because it feels like everyone else is there.

  • Throwback Thursday: Nike ads just did it

    The words "Nike" and "advertising" are as likely to evoke super-star athletes -- from Michael Jordan to Tiger Woods -- as they are inspirational paeans to striving and sweating. But a look back at classic Nike ads this throwback Thursday reveals a few surprises. "Just do it," one of the all-time classic slogans, is as core to the Nike brand as the shoe itself. But the tag, created by Wieden+Kennedy co-founder Dan Wieden, didn't hit the air until 1988. Featuring a real-life octogenarian marathoner, the spot was completely celeb-free.