Cymfony, based in Watertown, tracks and analyzes consumer sentiment in the blogoshere. TNS of New York tracks advertising expenditures in paid media such as network television, print, and radio.
The acquisition integrates Cymfony's expertise with monitoring social media, such as blogs and social networks, with TNS MI's existing suite of advertising intelligence products, TNS MI said.
According to industry data, social media is having increasing influence on marketing and consumer purchases, TNS MI noted.
"The industry is currently undergoing a dramatic transformation from analog to digital platforms, which has created a tremendous challenge and opportunity for TNS MI to provide our clients with greater insight and intelligence into the entire media universe," TNS MI chief executive Steven Fredericks said in a statement.
(By Chris Reidy, Globe staff)