Nielsen is now ready to make an impact on local media planning and cross-channel optimization through a new tool designed to benefit both local radio and television broadcasting companies.
Local Nielsen Media Impact is designed to allow users to understand cross-media reach, frequency, and duplication on a local scale using advanced audience segments from Nielsen Scarborough. It is also designed to enable advertisers, agencies and media owners to reach their desired audience in the 25 U.S. Local People Meter (LPM) DMAs.
Local Nielsen Media Impact is built to allow in-depth cross-platform analyses for both local TV and Radio separately, as well as TV and Radio together.
“Combined with Nielsen Scarborough local consumer insights, these combinations of TV, Radio plus Scarborough provide cross-media optimization at a persons-level and enable granular advanced audience segmentation,” Nielsen says.
Jay Nielsen, VP of Product Leadership at Nielsen, adds, “Similar to the solution clients have widely adopted on the national level, this local solution unlocks access to new insights on media allocation and schedule optimization to better reach a cross platform-based audience.”
Bob McCurdy of Beasley Media Group is a fan.
“This is the first time radio is included in this type of multi-channel media mix that enables users to derive cross media insights with currency grade accuracy,” he says. “Nielsen Scarborough data within the NMI solution allows us to assess campaign scenarios against consumer insights.”