Crown Media Family Networks, home of Hallmark Channel and Hallmark Movie Channel, is acquiring a license to the analytical data needed to put its consumer packaged goods advertising in front of the most “buyer-rich” audiences based on actual retail purchases.
The deal enables the networks to become two of the first cable networks to take advantage of Nielsen Catalina Solutions’ CPG (Consumer Packaged goods) Buyer Segments, a syndicated offering that provides purchaser-based segments on over 2,300 categories and brands.
Hallmark will use the new capability in the 2013/14 upfront television negotiations to improve the fit of its television inventory to advertisers’ purchaser-defined segments based goals. The analytics will enable the family friendly network the capability to improve CPG advertisers’ returns on their ad spends by selecting programs that have audiences with a higher composition of purchasers.
“Nielsen Catalina Solutions’ data enables us to demonstrate a strong ROI to CPG marketers who invest in Hallmark Channel and Hallmark Movie Channel,” said Ed Georger, EVP/advertising sales, Crown Media Family Networks and GM/Hallmark Movie Channel. “As a complement to traditional Nielsen ratings, our collaboration with Nielsen Catalina Solutions will provide a direct measurement of product usage, greatly enhancing our brand’s value proposition in the marketplace.”
CPG marketers using Nielsen Catalina Solutions single-source services for TV activation have increased media efficiency an average of 10% and driven incremental advertising effectiveness, with up to 30% in additional sales lift among households exposed to the TV advertising, versus traditional buys.
For example, Hallmark Channel audience composition for the following category and brand buyers indexed more than 50% above the percentage of these buyers in the general household population:
|
Hallmark Channel Rich in Key Buyer Segments |
Hallmark Channel Audience To Population Index |
| SAUCE MIX GRAVY MIX AND SEASONING MIX – Brand A Heavy Buyers |
212 |
| MAYONNAISE – Brand B Heavy Buyers |
184 |
| SOFT DRINKS – Brand C Heavy Buyers |
173 |
| SOFT DRINKS – Brand D Heavy Buyers |
170 |
| SOFT DRINKS – Brand E Heavy Buyers |
164 |
| SOFT DRINKS – Brand F Buyers |
160 |
| TOMATO PASTE AND SAUCE Heavy Buyers |
158 |
| BOXED PREPARED DINNERS – Brand G Buyers |
156 |
| DRY PASTA – Brand H Buyers |
156 |
| LIQUID COFFEE – Brand I Buyers |
156 |
| NEW AGE BEVERAGE – Brand J Buyers |
155 |
| PASTA SAUCE – Brand K Buyers |
152 |
| MAYONNAISE – Brand L Buyers |
152 |
| SALAD DRESSING – Brand M Heavy Buyers |
152 |
Source: Nielsen Catalina Solutions Q4 2012
The CPG Buyer Segments can be accessed via Nielsen NPOWER, through the newly launched AdVantics On Demand software from Nielsen Catalina Solutions, and third-party software tools. NPOWER is a web-based research tool accessible from the Nielsen Answers portal, offering opportunities for detailed analysis of television audience information.
CPG Buyer Segments leverage the largest single-source database of shopper data for television of approximately 664,000 anonymous U.S. households. It’s the only single-source analytics that leverages Nielsen People Meter and Set Meter panels plus Cable Set Top Box tuning data, providing both panel-based national representivity and “census” data scale for deep, granular analyses.
