Simmons Research Integrates TV Viewership Data with Its National Consumer Study
Leading research firm adds broadcast, cable networks and over 25,000 TV programs to consumer profiling capabilities
NEW YORK, June 14, 2016 /PRNewswire/ -- Simmons Research, a leading cross-channel consumer research company, today announced it has integrated national TV viewership data with its National Consumer Study (NCS). The integration significantly increases the number of measured programs and networks available to marketers, agencies and media companies to profile their consumers and reduces the time it takes to receive insights on cable and broadcast TV.
"The explosion of technology has completely changed the way in which consumers interact with Video," said Pat Pellegrini, President and Chief Research Officer at Simmons. "Marketers and agencies must be able to pivot strategies to ensure they reach the desired audience with the right message, on the right channel, at the right time. In parallel, media companies need in-depth and high quality consumer data to illustrate the true value of their audience. This integration helps our clients meet those challenges."
Simmons measures over 60,000 variables related to consumer behaviors, attitudes, intent and brand affinity, including 1000 distinct media properties, 500 product categories, and 8,000 brands. By overlaying those consumer behaviors with viewership of broadcast and cable networks and over 25,000 TV programs, Simmons can provide deeper insights into not only what the consumers are watching, but also the key consumer attributes that are driving this consumption. As a result, agencies and their brands can leverage rich consumer profiles from the Simmons NCS to plan their TV spend.
"Our clients have continued to rely on NCS and other Simmons research products for consumer profiling, strategic research and planning. This integration allows us to continue to provide such in-depth knowledge tied to rich TV viewership data, increasing the depth of reporting and actionability of our data," continued Pat. "Measuring consumer attributes that drive TV consumption and overlaying these consumer's brand preferences and affinity is a key focus at Simmons. We will also be adding additional cross-device video consumption and consumer preferences to NCS and other Simmons studies shortly."
About Simmons Research
Simmons Research is a leading cross-channel consumer research company. Simmons measures consumer preferences, attitudes and media behaviors by closely overlaying survey and passively measured data using advanced measurement sciences. For more than 60 years, Simmons has helped leading brands, agencies and media companies effectively engage with their consumers using rich demographic, psychographic, attitudinal, intent and behavioral data across devices. For more information, please visit www.simmonsresearch.com and follow @simmonsresearch on Twitter.
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SOURCE Simmons Research
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