Nielsen Marries TV Viewing, Consumer Purchases
Nielsen has reached an agreement with advertising agency RPA to license Nielsen’s Local Buyer Reach service.
The deal means Nielsen can tie together its television ratings with consumer transactions, auto registration and Scarborough data to provide television executives with a comprehensive view of TV audiences’ consumption habits. Nielsen provides the service in all 210 DMAs with reporting by station, daypart and program.
RPA can use Nielsen Local Buyer Reach to strengthen media buying and planning by giving a full picture of viewing and buying behavior across 40 ad categories — including automotive, grocery, retail, restaurant and telecommunications.
The new tool is a way for RPA to develop stronger, more focused buys for their clients,” says Nielsen SVP Local Agency Michael Sharp.
RPA VP and Director of Media Insights, Research and Accountability Claire Brown says it’s important to maximize ROI on client’s advertising budgets and this deal will ensure the company can deliver more consumers who are ready to buy its clients goods and services.