Insights

Measuring The Impact of Advertising One Purchase at a Time

In recent years, the creation of large single-source datasets has been a major boon to the advertising research industry. At Nielsen Catalina Solutions, we’re combining in-store sales data from millions of households with information on whether or not those households are exposed to any given ad...

Understanding Memory in Advertising

Advertisers and those who measure the impact of advertising are obsessed with memory. If advertising is to be successful, it has to stick in the consumer’s memory—or so the saying goes. But what exactly is that thing called memory, how long does it linger, and how do we measure it?

Fuzzy Matching to the Rescue: Aligning Survey Design Across Time

Surveys are a valuable tool for any market research company. As a leading global information and measurement company, Nielsen has developed complex models and methodologies that hinge on the accuracy of survey data we use in our products. Survey data not only provides insights about what people...

Smaller Cheaper Stronger: The Nano Meter

Television is a very technical environment. To make sense of what content is being viewed, where, when, how and by whom, researchers around the world have long relied on sophisticated engineering solutions, and, for the most part, these solutions have answered the call beautifully.