Indiantelevision.com Team

(9 April 2007 6:00 pm)

MUMBAI: US media research firm Nielsen has launched its new web-based software tool Place Values.

This allows users to quickly determine the past performance of product placements and evaluate new placement opportunities. Place Values delivers performance indicators on brand recognition, attitude towards a brand and purchase interest.

Place Values leverages the findings from Nielsen's landmark Product Placement Valuation Study, which consisted of more than 10,000 individuals participating in the screening of 50 programmes across television, during which product placements and commercials were featured for nearly 200 consumer brands.

Nielsen director of product development and marketing Annie Touliatos says, "We are thrilled with the positive feedback we've received on the strength of our research in the valuation study and we're pleased to build on this foundation with a tool that allows our clients to evaluate in detail the performance of their product placements both past and future".

Nielsen clients A&E, CBS, CourtTV, Discovery, FOX, Magna Global, Mediacom, OMD, PHD, Scripps Networks, Sprint, The Weather Channel, Twentieth TV and Zenith Media are the first users of Place Values.

Place Values extends Nielsen's existing placement and integration strategies, along with its premier state of the art measurement tool Place Views, that reports on activity by company, brand or product category along with the minute ratings at the time of the placement.