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Simmons Provides Behavioural Metrics for NBC
US-based Simmons Research, an Experian company, has signed a deal to provide NBC Universal with its behaviour targeting system, TV BehaviorGraphics. The system merges the Nielsen National Television Index (NTI) with Simmons' National Consumer Survey (NCS) to identify prospective customers for certain products based on TV viewing habits.
Bill Livek, co-CEO of Simmons Research, explains: 'Viewers are much more complicated than simple demographics. Two viewers of the same age and gender may have completely opposite tastes. The key is identifying those differences, and only behavioural targeting gives you that.' TV BehaviorGraphics is currently available for adults aged 18 and over, kids aged 6 to 11, teens aged 12 to 17, and Hispanics.
Alan Wurtzel, president of Research and Media Development for NBC Universal, says the agreement is part of the company's overall initiative to develop new ways to measure and categorise its viewers.
The companies are online at www.smrb.com and www.nbcuni.com
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