Nielsen Service Connects Television Viewing with Consumer Buying Behaviors
New York – Feb. 4, 2016 – Nielsen (NYSE: NLSN) announced today that they have reached an agreement with RPA to license Nielsen’s Local Buyer Reach service. Local Buyer Reach connects Nielsen industry-standard local television ratings with consumer transaction, auto registration and Scarborough local consumer insights to create a comprehensive view of local television audiences’ consumption habits.
The Local Buyer Reach solution will be another tool that RPA utilizes to strengthen their media buying and planning by providing a complete picture of consumer viewing and buying behavior across more than 40 key ad categories, including automotive, grocery, retail, restaurant and telecommunications.
“Maximizing the ROI on our client’s advertising budgets is very important to our agency. Using Nielsen’s Local Buyer Reach, we will be able to enhance our television planning and buying to ensure we deliver more consumers who are ready to buy our client’s products and services,” says Claire Browne, vice president, director of media insights, research and accountability, RPA.
Nielsen provides Local Buyer Reach in all 210 designated market areas (DMAs) with reporting at the station, daypart and program levels. Additionally, the service provides buying frequency and spending in key consumer categories.
“Providing insights into both local audience viewing behavior and local consumer buying habits is a critical way that Nielsen can help RPA develop stronger, more focused buys for their clients,” said Michael Sharp, senior vice president, local agency, Nielsen. “Local Buyer Reach will allow RPA to demonstrate stronger efficiencies for their clients by enhancing their ability to identify the consumers who are most receptive to their messages.”
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen's Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry's only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
Gorki De Los Santos: (646) 654-4837; [email protected]