It’s the latest offering from the Nielsen Local Insights product suite. Nielsen Local Buyer Reach connects what viewers watch with what they buy, by linking proprietary Nielsen local television viewing data with actual consumer transactions and auto registrations. The solution extends into 40+ buyer categories, including but not limited to, automotive, retail shopping, quick-service restaurants, and grocery stores.
Available in all 210 DMAs, Local Buyer Reach combines local TV viewing behavior with online and offline purchase activity from anonymized, privacy-protected credit card and auto registration data. With methodology compatible in all market types – Local People Meter, Set Meter, and Diary – Nielsen clients now have the ability to demonstrate the buying power of viewers from all of their stations.
“Local Buyer Reach gives stations the ability to demonstrate the buying behavior of their local TV audiences and demonstrate the value of that audience to their advertisers,” said Matt O’Grady, EVP Managing Director, Local Media, Nielsen. “By connecting the industry standard for audience measurement with such granular consumer data, clients will be able to prove their ability to reach highly desirable spenders by daypart, program, and specific market. We are pleased that our investment and effort to provide excellence in local television measurement and insights has led to the development of Local Buyer Reach.”