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Nielsen, NBCU pair up for new sales metrics

Tue, 06/03/2008 - 8:15am
Traci Patterson

The Nielsen Co. and NBC Universal are collaborating to create sales metrics that will enable advertisers to make better-informed buying decisions with Nielsen’s “fusion” product.

Nielsen’s fusion product, which was developed by NielsenConnect, fuses data from the company’s TV ratings service, data from the company’s VideoCensus service – which measures streaming video over the Internet – and databases of consumer activity for broader overall product categories.

The companies said that they have joined forces to move ad sales beyond traditional demographic data toward the development of a new sales and marketing metric that clients can use for planning and return on investment (ROI) evaluation.

“By combining the power of Nielsen’s unique research capabilities with the insight of a significant media client like NBC Universal, we can help develop a new metric which will ultimately benefit all of Nielsen’s customers,” said Jon Mandel, CEO of NielsenConnect.

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