Nielsen launches local media planning tool
The service uses advanced audience segments from Nielsen Scarborough to inform users of cross-media reach, frequency and duplication at a local level.
Advertisers, agencies and media owners can use the tool to reach audiences in the 25 designated market areas using Nielsen’s US Local People Meter methodology.
It can be used to conduct analyses for both local TV and radio separately, or TV and radio together, offering granular audience segmentation, according to Nielsen.
Jay Nielsen, vice-president of product leadership at Nielsen, said: "Local Nielsen Media Impact enables effective decision-making about where and when to engage audiences with content and advertising on local levels.
"This local solution unlocks access to new insights on media allocation and schedule optimisation to better reach a cross platform-based audience."
We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments