Indiantelevision.com Team

(14 August 2007 5:00 pm)

MUMBAI: US media research firm Nielsen Company has announced a new development that provides insight into the media habits of specific demographic segments, allowing advertisers to connect more effectively with key target audiences.

For instance, advertisers who want to reach a segment known as "Urban Elders," who drive Toyota Corollas, frequent fast-food joints and listen to gospel music, will find them watching daytime soaps, talk shows and the evening news.

The offering brings together Nielsen's NPower television ratings analysis tool with the target marketing services of Claritas, Nielsen's marketing information provider, and its Prizm NE lifestyle segmentation product.

NPower is the analytic tool that Nielsen television clients use to perform customized analysis of television viewing based on the company's National People Meter database. Through its Prizm NE product, Claritas classifies 66 segments of the US population based on various socio-economic data, such as income, age, race, occupation, education and household composition, as well as lifestyle attributes that are critical to advertisers' marketing strategies, such as where they go for vacations, what they drive and their favourite brands.

Using descriptive names that capture the make-up of each population segment, Nielsen will provide a profile of each group and data on their media habits to guide advertising decisions for clients.

Blue Blood Estates - the US's second-wealthiest group, characterised by the six-figure incomes earned by business executives, managers and professionals.

Young Digerati - the nation's tech-savvy singles and couples living in fashionable neighborhoods on the urban fringe.

Bohemian Mix - a progressive mix of young singles and couples, students and professionals.

Combining the NPower and Prizm NE services creates opportunities for clients to perform targeted customized analysis of the viewing patterns of each of these 66 demographic segments. Because NPower analyses are based on detailed information from Nielsen's National People Meter database, clients who use the Prizm NE service can make more informed decisions about where to place advertising by knowing the make-up and lifestyle preferences of the viewing audience by demographic segment.

Claritas president Matt O'Grady says, "Bringing together data from two sources that are considered the gold standard within their respective areas of market research - Prizm NE and Nielsen television ratings (through NPower) - provides companies with a deeper understanding of media viewing trends among a very targetted set of audiences. This new level of data also allows our broadcast and network clients to demonstrate how well their shows reach each advertiser's customer."

Nielsen Media Research executive VP client services Sara Erichson says, "Nielsen is committed to bringing together services from throughout the company to create value and clarity for our clients. At a time of change within the television industry, clients are looking for ways to target their advertising more effectively. The combination of Prizm NE and NPower gives clients more powerful lifestyle and viewing information right at their fingertips."