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'Fusion' Offer from Nielsen and Client
The Nielsen Company and NBC Universal, one of its major clients, are to collaborate to offer advertisers sales metrics based on the 'fusion' product developed by NielsenConnect.
Fusion combines data from Nielsen's TV ratings service, its streaming Internet video service VideoCensus, and its databases analysing consumer activity by broad product category such as CPG, pharmaceuticals, automotive and movies.
Alan Wurtzel, President of Research for NBC Universal, says the tie-in will 'enable us to more accurately pair NBC Universal's unique media properties with high-value consumers for our advertisers.' Jon Mandel, CEO of NielsenConnect, says he believes it will 'help develop a new metric', for use in planning and Return on Investment (ROI) evaluation, which 'will ultimately benefit all of Nielsen's customers.'
Media and entertainment giant NBC Universal was formed in May 2004 by combining NBC and Vivendi Universal Entertainment - it is 80% owned by General Electric and 20% owned by Vivendi. In March it realigned its research and marketing functions following the departure of senior exec Beth Comstock. Web sites: www.nbcuni.com and www.nielsen.com .
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