Nielsen Launches Local Media Impact Measure

Nielsen has launched a solution called 'Local Nielsen Media Impact', using respondent level data to produce in-depth cross-platform analyses for local TV, for radio, and for the two combined.

Nielsen Media Impact is a planning system that allows users to understand cross-media reach, frequency and duplication on a local scale using advanced audience segments from the firm's in-market consumer insights service Nielsen Scarborough. These go beyond basic demographics and include behavioral, attitudinal and cross-platform media behavior attributes. The new offering also enables advertisers, agencies and media owners to reach their desired audience in the 25 US Local People Meter (LPM) Designated Market Areas (DMAs). The combination of TV, radio and Scarborough data provides cross-media optimization at a person level and enable granular advanced audience segmentation.

VP, Product Leadership Jay Nielsen (pictured) comments: '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. 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'.

Web site: www.nielsen.com .