Tech Talk: Viggle to Acquire GetGlue. Will It Change TV Viewing Habits of Black Audiences?

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November 20, 2012 ‐ By Kimberly Maul

via @GetGlue

Viggle, one of the many social TV apps, is set to acquire GetGlue, another well-known company in the second screen space, for $25 million in cash and 48.3 million shares of stock for GetGlue.

GetGlue, founded in 2007, allows users to check-in to their favorite TV shows and have conversations with others also watching the show at the same time. Viggle, launched in January 2012 using audio verification technology, is more of a loyalty and rewards program for TV viewers who watch and engage with shows through games, polls, and trivia hosted through the Viggle mobile app. GetGlue has 3.2 million registered users, while Viggle boasts 1.2 million users.

TechCrunch dives more into the numbers behind this merger, which is contingent on Viggle raising $60 million more through funding, which the company expects to close within 30 days. In a statement about the acquisition, executive chairman and CEO of Viggle Robert F.X. Sillerman said users should expect “new and appealing features made possible by the combined resources” of the two companies.

According to Nielsen’s “African-American Consumers: Still Vital, Still Growing” 2012 report, the average African-American viewer watches almost 6.5 hours of television a week, both live and on DVR, and they prefer sports programming, shows with black characters, and variety shows with diverse contestants.

Additionally, October 2011 data from Nielsen and NM Incite found that 12 percent of social media users talking about TV were Hispanic and of the 88 percent that were non-Hispanic, 10 percent of those users were black or African American.

Quantcast, the Web analytics company, analyzed GetGlue users from October 18, 2012 to November 18, 2012 and found that 8 percent of its users were African American, a slightly lower percentage compared to overall Internet users. Quantcast did not measure Viggle.

While African Americans spend time watching TV, there is still a gap between that activity and also participating in second screen or social TV apps to accompany that entertainment. If this acquisition is a success and social TV starts to become more mainstream, Viggle would be well-served to connect around shows that are popular within the black community and expanding its outreach in this demographic.

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