NEW YORK—BuzzMetrics and Intelliseek—both leaders in the tracking and analysis of blogs and other online media—are joining forces. The two companies signed an agreement in principle under which BuzzMetrics will acquire Intelliseek as part of a strategy to “create the new global standard for measuring and understanding word-of-mouth behavior and influence.”
The combined company operate under the Nielsen BuzzMetrics brand and be headquartered in New York and backed by VNU, parent of ACNielsen and Nielsen Media Research, which will have a 50.1 percent ownership stake in the company. The Nielsen BuzzMetrics service will bring together the advanced technologies and client relationships of Intelliseek, developed over the past nine years, with the linguistic technologies and client-service expertise of BuzzMetrics.
“The expansion of our measurement experience and leadership into consumer-generated media is an important evolution for VNU at a time when marketers are struggling to fully understand the consequences of consumer control,” said Susan Whiting, president and CEO, Nielsen Media Research, and executive vice president, VNU Media Measurement & Information group. “With the emergence of these new consumer-generated media, the addition of the Nielsen BuzzMetrics service to our market-leading audience measurement services will enable us to better understand what consumers say, spread and share, in addition to what they watch, listen to and read.”
The deal marks the third in a series of word-of-mouth research investments supported by VNU. In February 2005, VNU acquired an equity interest in Israeli-based Trendum, a leader in media and linguistic analysis technologies. In September 2005, Trendum acquired BuzzMetrics, and the new company adopted the BuzzMetrics name.
“The combination of these companies will result in a world-class organization with well over 100 Fortune 1000 clients and over 100 employees and offices in New York, Cincinnati, Pittsburgh and Israel,” said Itzhak Fisher, chairman of BuzzMetrics, who will remain chairman with the new company. “The Nielsen BuzzMetrics service will set a new standard in helping executives strategically leverage the buzz surrounding their brands and compete more effectively in today’s rapidly changing world of consumer marketing.”