News from Nielsen that Local Nielsen Media Impact, which provides local media planning and cross-channel optimization across local TV and radio, is expanding to include 19 additional markets. Local NMI enables agencies, advertisers, and media sellers to plan media for advance audience segments in 44 DMAs (inclusive of all 48 PPM metros) representing 25 Local People Meter and now 19 TV Set Meter markets. These 19 new markets will be available to clients beginning the week of May 20.
Local Nielsen Media Impact is built with respondent level data to allow in-depth cross-platform analyses for both local TV and radio separately, as well as TV and radio together. The combinations of TV, radio plus Scarborough provide cross-media optimization at an individual-person level and enables granular advanced audience segmentation.
“The addition of more markets to Local Nielsen Media Impact gives greater levels of precision to buyers and sellers looking to plan and execute more efficient media transactions in local markets,” said Jay Nielsen, SVP, Product Leadership, Nielsen. “Local NMI unlocks access to new insights on media allocation and schedule optimization to better reach a variety of audiences across media vehicles.”