In a move to help advertisers create targeted ad campaigns based on consumers’ media and purchasing habits, Sony Pictures Television (SPT) has become the first studio to sign up for the integrated database “fusion” products recently launched by The Nielsen Company. Those targeted ad campaigns could produce big bucks. SPT’s television and Internet properties reach households that account for $346 billion in annual spending for consumer packaged goods products, Nielsen reported, in the first extensive analysis of media consumption and consumer behavior based on NielsenConnections’ Brand Target Audience: Consumer Packaged Goods product. That $346 billion covers 83.2% of the total market.
Nielsen found that the average household reached by SPT’s television or Internet properties at least once a month spends more than $3,700 on consumer packaged goods per year, 7% higher than households not reached by their television or Internet properties. The average household that is exposed to both SPT’s television and Internet properties spends nearly $4,200 on consumer packaged goods, 20% higher than households not reached by the SPT properties. The findings are based on a new syndicated metric from NielsenConnect that links together Nielsen’s consumer Homescan panel, its National People Meter television panel and Nielsen Online’s NetView panel, in order to report how buyers of specific consumer products consume television and Internet content.
"Through research like this, we are addressing advertisers’ requests for accountability and innovation by providing new and better metrics that are even more directly related to their businesses and customers. Ultimately, we hope to create a better understanding of the true value of our properties and the ROI it provides clients," said Amy Carney, President, Advertiser Sales, Sony Pictures Television.
Sony Pictures Television is the first television studio to adopt two integrated database fusion products recently launched by Nielsen:
1) NielsenConnections’ Brand Target Audience: Consumer Packaged Goods product, provides media usage data, coupled with product sales information from Nielsen’s Homescan consumer CPG panel.
2) NielsenConnections’ Brand Target Audience: Pharmaceutical product, provides data on media usage coupled with product sales for over-the-counter medications from Nielsen’s Homescan consumer panel, as well as survey data from Nielsen’s new Ailment Panel Survey that pinpoints customers’ ailments and treatments.
Univision, the nation’s largest Hispanic media company, with holdings in TV, radio and online, is also a client.