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NEW YORK TNS Media Intelligence is branching into the growing field of online buzz tracking with the purchase of Cymfony.
Watertown, Mass.-based Cymfony collects data on how brands are viewed in both traditional outlets and consumer-generated media, including message boards, blogs and social networks. Its 100-odd clients include top pharmaceutical companies, Home Depot and Southwest Airlines
The acquisition is the latest sign of new consumer media sources complementing traditional media. In January 2006, the Nielsen Co., then known as VNU, purchased a majority stake BuzzMetrics, a firm that also tracks Internet chatter.
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