Nielsen Catalina Solutions (NCS), which helps consumer packaged goods (CPG) advertisers improve their return on ad spend by linking what consumers watch with what they buy, is releasing two major enhancements to its single-source television software platform, AdVantics On Demand.
Until now, purchase-based TV activation solutions for the CPG industry have provided ratings based on whether a household is a category buyer, a brand buyer or part of a subset, such as heavy buyers. Viewing ratings data were household-based rather than persons-based.
NCS is changing the paradigm with two innovations:
–With the NCS launch of volumetric rating points (VRPs), each household is individually weighted by its dollar spend in the category or for the brand. Now, for the first time, the industry can make TV planning and buying decisions using a single metric that weights all buying households by individual household dollar spend – so that the viewing behavior of heavy buyers automatically gets more weight in the rating calculation than the viewing behavior of light buyers.
–NCS has also integrated persons viewing data into AdVantics On Demand to enable the CPG industry to easily combine and compare demographics and buyergraphics for television media planning and buying. This enhancement allows clients to leverage buyergraphic audience segments with age and gender demographics for the full NCS television viewing panel, including cable set-top-box (STB) viewing, in addition to Nielsen People Meter (NPM) panel. A full report on this enhancement can be downloaded at the following link: http://bit.ly/NCS-AdVOD
Says CBS Chief Research Officer David Poltrack, “The addition of volumetric ratings in the AdVantics On Demand platform is key to providing a greater degree of precision and effectiveness in reaching buyer-based targets for our CPG advertisers’ campaigns.”
“Volumetric ratings and integrated persons viewing data take purchase-based TV activation to a whole new level,” says Mike Nazzaro, CEO of Nielsen Catalina Solutions. “Marketers today are under a great deal of pressure to prove their advertising drives revenue and directly contributes to the bottom line. The integration of purchase behavior and media consumption data in large-scale, single-source solutions enables the industry to deliver precise, accountable advertising. We believe this ROI-centric approach will become the standard as more companies hold their media activation strategies accountable for driving sales.”
NCS says it has the most representative frequent shopper households (60 million), including 12 retailers, 27 chains and 5,500+ Stores. AdVantics On Demand uses Nielsen panel data.