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Sony Hires Nielsen to Measure TV / Internet Combo
Sony Pictures Television (SPT) has awarded NielsenConnect a contract to develop audience metrics to quantify the combined impact of its television and Internet platforms, to help its advertisers better understand the make-up and behaviour of audiences.
In work already undertaken, NielsenConnect sought an overview of SPT's reach by combining existing database information from both the National People Meter (NPM) and Local People Meter (LPM) services, web traffic information from Nielsen Online, cellular and wireless information from Claritas' Convergence Audit and high definition usage and behavior from Nielsen's HD.
Its first project examined the unduplicated reach and audience composition of SPT's syndicated TV shows, Sony BMG's MusicBox web site and its High Definition (HD) network, MOJO HD. Initial findings say Sony reaches two-thirds of the young, high-tech consumers the firms refer to as 'technologists', and of which it says there are 37 million in the US - some 12% of the population.
'The results of this study clearly show the unique value of integrating media and consumer data to provide clients with truly comprehensive insights,' said Jon Mandel, CEO of NielsenConnect. 'This new data enables Sony not only to better understand its highly valuable audience, but also to document its ability to deliver these influential consumers across all of its platforms.'
NielsenConnect was launched last year to bring together all Nielsen's measurement systems to create a more insightful look at a client's performance (www.mrweb.com/drno/news6781.htm ). Web site: www.nielsen.com.
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