Starcom is testing Bluefin "social listening" at Super Bowl

12/19/2011 | Advertising Age (tiered subscription model)

Starcom Mediavest Group is using Bluefin Labs' social-listening technology to develop a new metric for measuring TV. The MIT-developed technology would allow Starcom clients to "see who is talking and what they are talking about in near real-time, so we can start to respond to those consumers with different marketing stimuli," Starcom's Kate Sirkin said. Starcom's clients will preview the technology during the Super Bowl.

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