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Nielsen connects local ratings with consumers’ purchases

Mon, 02/10/2014 - 12:18pm
Mike Robuck

This morning Nielsen announced the launch of its Local Buyer Reach service, which links local TV stations’ viewing information with actual consumer transactions.

The service works across more than 40 buyer categories, including automotive, retail shopping, quick-service restaurants, and grocery stores. Nielsen said the service was the first to combine local TV viewing behavior with online and offline purchase activity from privacy-protected credit card and auto registration data.

The service is available across all 210 designated market areas. With methodology compatible in all market types, Nielsen said clients now have the ability to demonstrate the buying power of viewers from all of their stations.

“Local Buyer Reach gives stations the ability to demonstrate the buying behavior of their local TV audiences and demonstrate the value of that audience to their advertisers,” said Matt O’Grady, executive vice president, managing director, local media, Nielsen. “By connecting the industry standard for audience measurement with such granular consumer data, clients will be able to prove their ability to reach highly desirable spenders by daypart, program, and specific market. We are pleased that our investment and effort to provide excellence in local television measurement and insights has led to the development of Local Buyer Reach.”

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