NBC Universal and Nielsen Join Forces To Create Sales Metrics

NBC
Universal and The Nielsen Company have joined forces to create sales metrics
that will help advertisers make better informed buying decisions through the
use of Nielsen’s “fusion” products.
The
collaboration between Nielsen, the country’s largest provider of consumer data,
and NBC Universal, one of Nielsen’s biggest customers, is designed to move
advertising sales beyond traditional demographic data and further the
development of a new sales and marketing metric that clients can use for
planning and Return on Investment (ROI) evaluation.
“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.”
“By
combining the power of Nielsen’s unique research capabilities with the insight
of a significant media client like NBC Universal, we can help develop a new
metric which will ultimately benefit all of Nielsen’s customers,” added Jon
Mandel, CEO of NielsenCOnnect.
Nielsen’s
fusion product, developed by NielsenConnect, joins together data from its TV
ratings service, its VideoCensus service, which measures streaming video over
the Internet, and data bases of consumer activity for broader overall product
categories, including packaged goods, pharmaceuticals, automotive, and movies.