Broadcast TV, Local Cable, Audio, and Newspapers in every DMA will now be able to provide their clients with compelling information about how they influence where local consumers shop and what they buy, while also opening the door to integrate additional third party datasets. This effort will directly combine Nielsen's TV and Radio ratings with the rich local Scarborough behavioral data, enhanced with credit card transaction data from Nielsen Buyer Insights and automotive data from third parties.
Media buyers and sellers will be able to leverage true local buyer indicators to deliver new opportunities based on the buying power of audiences and identifying consumers who are ready to buy across key spending categories. With more consumer buyer insights, enhanced demographic information, and improved analysis capabilities, agencies and advertisers will be able to more effectively identify their audience to deliver on their cross media campaign goals.
"By directly bringing together the Local TV and Radio currency data with the Scarborough true local market data, we can help our clients demonstrate the unique value of their audiences and enable advertisers to reach those valuable consumers across automotive, financial services, retail, telecommunications and many other spending categories," said Clarken. "When Scarborough is combined with our plans to bring Nielsen's best-in-class TV panels including out-of-home viewing with set-top-box data, clients will have unparalleled local TV measurement."
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen's Watch segment provides media and advertising clients with Nielsen Total Audience measurement services for all devices on which content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry's only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world's population. For more information, visit www.nielsen.com.
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