Nielsen Fuses TV Measurement with GWI Consumer Data

Nielsen has partnered with consumer research platform GWI to launch 'the Nielsen GWI Fusion', promising clients 'more comprehensive insights' into US TV audiences, cross-media behavior and its drivers.

Fusion integrates Nielsen's National TV measurement with GWI USA's national sample of 80k annual respondents to allow clients to compare scenarios and optimize media plans across multiple media types. Providing a view of how more than 250m people 'think, feel and behave', Fusion allows users to analyze targets by their media behavior and get cross-media rankers on their audiences. Users can also apply GWI segments to evaluate variables like time spent, duplication, reach and frequency; and access those segments across data-driven linear. The firms say this feature will be available for Nielsen ONE cross-platform measurement services in the future.

Angela Girardin, SVP of Audience Intelligence at Nielsen comments: 'The industry has shown increasing demand for more advanced audience insights that connect key targets to their media consumption across platforms. The Nielsen GWI Fusion empowers users with rich audience data and insights that will enable them to effectively plan, transact and measure across platforms against the audiences that matter most'.

GWI's CEO Tom Smith says, 'The combination of Nielsen's unrivalled view of the media landscape, and GWIs deep consumer insights, provides a far more advanced picture of target audiences and how they engage with media. This means more precise planning and measurement and better audience engagement - something we know really matters to our combined customers'.

Web sites: www.gwi.com and www.nielsen.com .