The Nielsen Perspective on Applications of Data "Fusion' in Advertising Effectiveness

Confidential & Proprietary Copyright © 2007 The Nielsen Company
Presentation to ARF
Advertising Effectiveness
Council
May 13, 2008

Confidential & Proprietary Copyright © 2007 The Nielsen CompanyPage 2 May 13, 2008
Brand Target Audience: Product Suite
• Background
• Core applications
• Applications in Advertising Effectiveness
Agenda

The power to connect marketing targets with media data
nielsenconnections
visionvision
Integrate media currency data to
provide consumer centric view of
cross-media usage
Integrate media and marketing
currency data to optimize clients’
media execution decisions

philosophyphilosophy
Use the best data and
the best methods
Link to existing systems
and processes
The power to connect marketing targets with media data
nielsenconnections

Current Media Approach
Challenge: Traditional age/sex demographics
don’t fully capture the target market for any
product being advertised on TV.
Solution: nielsenconnections provides a
service that links marketing and media data together,
allowing clients to plan and execute media directly
against specific marketing targets, resulting in a more
efficient and effective media execution.

Integrated Cross- Media Vision
Nielsen
Media
Research
Nielsen
Online
Nielsen
Mobile
MRI
Potential to add other media- Radio, Newspapers, Outdoor,
Cinema Advertising, others

Integrated Cross-Media and Product
Vision
Nielsen
Media
Research
Nielsen
Online
Nielsen
Mobile
MRI
Movies
NRG/Nielsen
Entertainment
CPG/Pharma
Homescan
Financial Services
Claritas

nielsenconnections Brand Target
Audiences: Moviegoers
Fusing onto NMR by identifying
respondents with common
demographic variables
AGE - SEX - EDUCATION
OCCUPATION
COUNTRY of ORIGIN
MEDIA USAGE
= One .
Single-Viewing Source .
Respondent
Database
Nielsen
Entertainment
American
Moviegoer
Benchmark Study
Nielsen
OnlineNetView Panel
Nielsen Media
NPM Panel
NPM Database w/
•TV Viewership
•Internet Consumption
•Movie Attendance
Behaviors

Brand Target Audience:
Moviegoers
Detailed list of fusion variables

Impacts All Steps in Media Execution
for Advertisers and Agencies
115
104
Identify
Marketing
Target
Media
Planning/
Allocation
Media
Optimization
Post-
Buy
Analysis
Add media consumption
variables to guide the
development of the
marketing target.
Measure the GRP
delivery of your media
schedule, and determine
what programs delivered
well and which ones
delivered poorly. Use
those learnings to fuel
planning for upcoming
releases.
Identify the best TV
programs and websites
in reaching the core
marketing target.
Compare delivery of
historical schedules to
guide decisions
Determine the optimal
share of budget to TV,
internet, magazines and
other media, in terms of
maximizing exposure
against core marketing
targets .

Impacts All Steps in Sales Process for
Media Companies
15
104
Identify
Moviegoer
Target
Media
Planning/
Allocation
Sales
Package
Optimization
Post-
Buy
Analysis
Measure the GRP
delivery of your
schedule against
specific studio marketing
targets. Illustrate the
share of GRPs delivered
by your network, relative
to the competition
Identify the best TV
programs and websites in
reaching the studio’s
marketing target
Use to justify share of TV
budget for upcoming
release. Use to
justify/illustrate the value of
TV and online assets

Case Study- Comedy Movie Post-Buy
Analysis
Overall Schedule Delivery
EA= People who attend movies mostly during opening weekend
Program Originator A18-34 GRPs A18-34 EA GRPs A18-34 EA GRP Index
A18-34 Comedy
GRPs
A18-34 Comedy
GRP Index
Network 172 171 100 174 101
Syndication 42 39 91 40 95
Cable 697 629 90 723 104
Total Schedule 911 839 92 937 103

Case Study- Comedy Movie Post-Buy
Analysis
Delivery for Broadcast and Syndication
ORGINATOR A18-34 A18-34 EA A18-34 EAINDEX A18-34 COMEDYFANS A18-34 COMEDYFANSINDEX
ABCEARLYMORNING 2.06 1.38 67 2.64 128
NBCEARLYMORNING 2.30 2.51 109 2.61 113
EARLYMORNINGTOTAL 4.37 3.89 89 5.25 120
CBS SPORTS 14.11 12.95 92 14.56 103
ABCSPORTS 6.07 5.58 92 5.86 97
NBCSPORTS 9.78 9.16 94 9.44 97
FOXSPORTS 10.07 8.68 86 10.83 107
SPORTSTOTAL 40.03 36.37 91 40.69 102
NBCPRIME 20.64 24.22 117 21.27 103
FOXPRIME 42.61 43.34 102 42.86 101
ABCPRIME 16.30 14.99 92 17.08 105
MNT 0.66 0.80 123 0.53 81
CW 12.86 11.59 90 11.54 90
CBSPRIME 9.28 9.49 102 9.51 102
PRIME TOTAL 102.34 104.44 102 102.79 100

What Nielsen delivers:
The Brand Target Audience: Moviegoer data
can be delivered in 3 ways:
• Fusion delivered directly to your agency, either
through NPOWER or Software Solutions Provider.
• IMS Campaign RF- Available in May. Campaign RF will
enable cross-media optimization against specific studio
marketing targets
• Advanced analytics – we do on-going schedule analysis
– deliver data in customized formats – deliver the target
definitions files and support many ad-hoc client needs

Potential Applications for Advertising
Effectiveness Measurement
• Reporting GRPs, Reach and Frequency of cross-media
campaign against specific marketing target, as inputs
into effectiveness measurement
• For CPG manufacturers, reporting weekly GRPs by
Spectra grid cell, linked to store sales by Spectra grid
to inform mixed model

Questions:

The Nielsen Perspective on Applications of Data "Fusion' in Advertising Effectiveness

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The Nielsen Perspective on Applications of Data "Fusion' in Advertising Effectiveness