Hearst Takes Latest Take On Nielsen Rhiza


For 25 years, RZA has become a name synonymous with hip-hop, film scores, and music production.

Now, Nielsen Rhiza seeks to be the first thought of media companies seeking a web-based, media sales and planning platform.

Hearst Television has opted to help The Nielsen Company with that plan, by agreeing to license the latest version of Rhiza.

The new accord “provides Hearst with an intuitive, user-friendly tool that reveals rich buyer-level information about their local markets and consumers,” Nielsen said in a March 5 announcement confirming the deal.

“In today’s competitive media landscape, powerful yet easy-to-use tools are helpful for Hearst stations, in order to demonstrate to advertisers the strength of their linear broadcast and digital platforms and their ability to reach precise consumer audiences,” said Kevin Stuart, VP/Research for Hearst Television. “Rhiza will enable our sales and research teams to provide insights in an efficient, visual way and to illustrate our audience reach and targeted sales capabilities.”

Rhiza is designed to make it easier for media buyers and sellers to identify current and new consumer segments by location and demographics. It includes the most comprehensive local buying preference data from Nielsen Scarborough, Polk automotive statistical data from IHS Markit, and retail store location data across all local TV markets. Additionally, Rhiza includes Nielsen’s currency Local TV ratings, as well as offers advertising spend data using Nielsen AdIntel.

With these data sources, Rhiza enables clients to produce “deep insights about customer segments, media consumption, purchasing trends and the competitive landscape, all presented in an engaging and dynamic digital dashboard.”

It includes what Nielsen calls “unique mapping capabilities,” allowing Hearst the ability to visually tell a compelling story such as “where specific brands are most popular” or “how many prospective customers live near specific business locations.”

Pittsburgh-based Rhiza was acquired by Nielsen in August 2017; terms were not disclosed.