Nielsen Adds More Scarborough Data to NMI Tool

Nielsen has added Nielsen Scarborough USA advanced audience segments to the national version of its cross-media planning solution Nielsen Media Impact (NMI), to help marketers and media companies connect with their best consumers and maximize their cross-media buys.

Consumer insights service Nielsen Scarborough provides a nationally representative survey of consumer behavior in more than 2,000 buyer categories. NMI, available at both a local and national level, is a planning system that allows users to understand cross-media reach, frequency and duplication, using advanced audience segments from Nielsen Scarborough.

Nielsen has now added additional Nielsen Scarborough segments, including brand preferences, retail insights, buying behavior and lifestyles of consumers, to the national version of NMI, enabling the industry to plan and optimize beyond age and gender. This move adds to the intelligence behind NMI - the Nielsen's Total Media Fusion National dataset, which incorporates usage data for TV, SVOD, VOD, TV-connected device, radio, digital, magazine, cinema and digital place-based media.

Jay Nielsen (pictured), SVP, Global Planning, comments: 'Media buyers and sellers are trying to be as efficient and creative as possible when it comes to planning and optimizing marketing campaigns. The addition of Scarborough's advanced audience segments into our national version of Nielsen Media Impact enables greater levels of precision to buyers and sellers looking to plan and execute more efficient media transactions against the consumer they care most about'.

Web site: www.nielsen.com .