Advanced Segments From Scarborough Now In Nielsen Media Impact

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Nielsen Media Impact (NMI), the ratings and consumer data company’s national media planning and optimization solution, will now be “enhanced” to include Nielsen Scarborough USA+’s set of advanced audience segments.


These segments include brand preferences, retail insights, buying behaviors, and lifestyles of consumers, allowing the industry to plan and optimize beyond age and gender.

“To enable effective cross-media planning, you need robust solutions that provide insights on consumers’ media preferences, attitudes and behaviors,” said Anne Deo, Head of Analytics at the Ad Council. “The integration of Scarborough’s vast qualitative dataset into Nielsen Media Impact will add thousands of advanced segments we can utilize to optimize planning across our 40 public service campaigns. Being able to successfully reach our audiences, both effectively and efficiently, is vital to our ability to shift key societal attitudes and behaviors and, ultimately, create social change.”

By integrating segments from Nielsen Scarborough, a nationally representative survey that covers over 2,000 buyer categories and consumer behavior, clients will have an added opportunity to leverage these unique segments to optimize national plans across media within Nielsen Media Impact.

The intelligence behind Nielsen Media Impact is Nielsen’s Total Media Fusion National dataset, which incorporates media usage from TV, Subscription Video On-Demand (SVOD), Video On-Demand (VOD), TV-Connected Device, Radio, Digital, Magazine, Cinema and Digital Place-Based media.

Designed specifically for media planning and analytics, it’s the fuel for Nielsen Media Impact and the most granular and comprehensive data available for cross-media planning.

“Media buyers and sellers are trying to be as efficient and creative as possible when it comes to planning and optimizing marketing campaigns,” said Jay Nielsen, SVP of Product Leadership at Nielsen. “The addition of Scarborough’s advanced audience segments into our national version of Nielsen Media Impact enables greater levels of precision to buyers and sellers looking to plan and execute more efficient media transactions against the consumer they care most about.”

Nielsen Media Impact includes insights into historical media behavior, predictive analytics from its planning module to understand the future impact of media and a target analyzer to understand and further dimensionalize your target audience. Along with cross-media planning, Nielsen Media Impact offers reach and time spent reports as well as the ability to analyze any desired time frame, such as a week or month.

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