Nielsen has launched a new product that is says allows users to understand cross-media reach, frequency, and duplication on a local scale using advanced audience segments from Scarborough. It’s called Local Nielsen Media Impact and it involves both radio and TV. Nielsen says the new product enables advertisers, agencies, and media owners to reach their desired audience in the 25 U.S. Local People Meter Designated Market Areas.
“Local Nielsen Media Impact offers a unique lens to the industry, enabling effective decision-making about where and when to engage audiences with content and advertising on local levels,” said Jay Nielsen, VP, Product Leadership, Nielsen. “Similar to the solution clients have widely adopted on the national level, this local solution unlocks access to new insights on media allocation and schedule optimization to better reach a cross platform-based audience.”
“On the radio side, Local Nielsen Media Impact offers empirical data supporting radio’s ability to amplify and complement TV campaigns, “ says Bob McCurdy, Beasley Media Group. “This is the first time radio is included in this type of multi-channel media mix that enables users to derive cross media insights with currency grade accuracy. Nielsen Scarborough data within the NMI solution allows us to assess campaign scenarios against consumer insights.”