| HBS Case Collection
(Revised from original 2012 version)
Bluefin Lbas built a system that gathered, from Twitter and other sources, millions of hourly social media postings, comments, and viws on television, in an effort to build a new set of metrics to describe TV programs and broadcast advertising. CEO Deb Roy said: "We want to measure audience engagement, not just media consumption." But what was the value of audience engagement? How could it be quantified and factored into the analyses necessary for making programming decisions and setting advertising rates? Nielsen had become the gold standard in the broadcast industry, and felt confident in their data. Could Bluefin's system provide new insights to marketers and broadcasters? Or would it merely tell them what they already know?
Deighton, John, and Leora Kornfeld. "Bluefin Labs." Harvard Business School Case 512-049, February 2013. (Revised from original January 2012 version.)