Tumblr Went Toe-to-Toe With Twitter During VMAs, per Data Firm

Union Metrics' stats bode well for Marissa Mayer & Co.

Tumblr was nearly as busy as Twitter during MTV's Video Music Awards on Sunday when it came to the sheer number of content contributors, per Union Metrics, a company that offers analytics for both platforms.

The San Francisco tech firm says 1.1 million Tumblr users posted content with VMA-related keywords yesterday while 1.3 million folks on Twitter did the same. Those figures may surprise marketers who view Twitter as the dominant, social media companion for TV watchers.

(UPDATED: After this story published, Twitter disputed Union Metrics' numbers, claiming to have had 3 million users who tweeted about the VMAs on Sunday.)

At any rate, the Tumblr stat is likely music to the ears of Yahoo CEO Marissa Mayer—who paid $1.1

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