Now From Nielsen: Audience-Based Forecasting For Linear Television


Nielsen has unveiled its latest tool designed to help marketers best determine where their target audience will be when marketing and advertising messages are meant to reach them.

Now available is Advanced Audience Forecasting, designed to give clients forecasts of TV audiences defined by “advanced audience segments,” which have been gaining traction in the marketplace.

“By leveraging Nielsen’s advanced audience segment definitions, media owners and marketers alike will now have the ability to accurately and more directly forecast inventory for a precise target across all nationally measured television networks,” Nielsen says.

It adds that these audience segments can be defined based on any unique combination of persons-level attributes, including in-store and online credit/debit transactions (e.g., big box store shoppers), and psychographics (e.g., pet owners).

CPG loyalty card data (e.g., laundry detergent buyers) will be added soon, Nielsen says.

The tool, built through a collaboration between Nielsen and clypd, is designed to “accelerate the industry’s evolution towards audience-based buying on TV by providing more consistency and transparency.”

The Advanced Audience Forecasting tool will surface more than 80 pre-defined audience segments curated by the Advanced Target Standards Group (ATSG) across key advertising verticals (including CPG, Automotive, Finance, and Telecom), providing preliminary insights into the total addressable inventory for these segments on all measured National TV Networks.

Nielsen also believes that the tool will enable media buyers and sellers to have more transparent pricing and scheduling discussions as they head into Upfronts, which kick off this week with Viacom and its Nickelodeon cable TV network.

Nielsen adds that it will also provide representative persons-level measurement for these advanced segments throughout the 2018 television season.

“The way marketers and media companies use data to plan, target, transact and measure advertising is evolving. In today’s world of growing content options across devices and platforms, reaching the consumers that matter most—be it first time car buyers or home improvement enthusiasts—is critical for both TV networks and advertisers,” said Nielsen SVP/Product Leadership Kelly Abcarian. “To keep up with the changing landscape, advanced tools — like this solution — are now required to accurately forecast TV audiences beyond age and gender.”