Nielsen Catalina Solutions (NCS) has arranged to get data from FourthWall Media, with the aim of correlating its database on consumer shopping behavior with FourthWall’s consumer TV viewing information.
NCS links advertising with retail sales by integrating data from Nielsen with shopper data from over 70 million households. The company caters to consumer packaged goods (CPG) advertisers, who use the information to try to improve return on advertising spend by linking what consumers watch with what they buy.
With access to FourthWall Media’s TV viewing data, Nielsen Catalina Solutions is expanding the size of its dataset. FourthWall gathers data on 1.4 million households.
NCS said the larger footprint will deliver greater precision, and enable measurement of smaller TV networks and programming, as well as more niche brands.
“The buyer graphic approach to media has quickly gained favor with advertisers who seek to drive revenue and improve the return of each and every dollar spent on advertising,” said Mike Nazzaro, CEO, Nielsen Catalina Solutions. “We continue to invest in methodologies, new solutions and collaborate with innovative companies like FourthWall to improve the benefits of our offerings. The alliance with FourthWall provides better reliability, stability and predictability to our clients.”
“FourthWall Media produces daily second-by-second television viewership data from millions of set-top boxes,” says Bill Feininger, President, MassiveData®, a division of FourthWall Media. “Being able to anonymously match set-top viewing data in a privacy-compliant fashion, with various disparate datasets to reach marketers’ key audience segments, is changing how advertisers plan and buy television media. We have been helping politicians find, with great precision, likely voters segmented by which issues are important to them. Now our viewership data and patent-pending matching technology is being used by product marketers to zero in on specific audience segments. We look forward to working with Nielsen Catalina Solutions to help marketers find a better and more efficient way to reach their audiences through television advertising.”