Working to integrate multiple platforms with the traditional measurement of television ratings as well as sales data, NBC Universal and The Nielsen Company are combining to create better metrics using Nielsen’s “fusion” products, the companies announced.
“Our ultimate objective is to make our sales and marketing partners as effective as possible in using the various platforms which NBC Universal offers,” said Alan Wurtzel, president of research for NBC Universal. “In this case, the development of the fusion metrics will enable us to more accurately pair NBC Universal’s unique media properties with high-value consumers for our advertisers.“
Nielsen’s fusion product, developed by NielsenConnect, combines data from its TV ratings service, its VideoCensus service, which measures streaming video over the Internet, and databases of consumer activity for broader overall product categories, including packaged goods, pharmaceuticals, automotive, and movies.
The companies said the system “provides advertisers with unprecedented connection between purchasing behavior and viewing habits across multiple platforms.”
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