Simulmedia is building on its relationship with Nielsen, announcing a deal this morning to license Nielsen Catalina Solutions’ (NCS) data to help consumer packaged goods marketers target their TV advertising buys based on actual consumer product purchasing data.
The deal follows a recent agreement between Simulmedia and Nielsen to develop a system for measuring niche cable TV networks that currently are not rated by Nielsen.
“We are pleased to expand our relationship with Nielsen and activate Nielsen Catalina Solutions’ consumer purchase data across Simulmedia’s massive, audience-based TV network, which includes the majority of TV networks and operators in the U.S.,” Simulmedia founder and CEO Dave Morgan said in a statement, adding: “The media world is shifting from just delivering media outputs to delivering business outcomes.”
NCS, a joint-venture of Nielsen and Catalina Marketing, is a so-called “single-source” measurement system that tracks the media usage and retail purchases of consumer households in the same panel, giving marketers the ability to correlate media effects with consumer behavior. It has become an integral resource for some big marketers and agencies, including Interpublic’s Mediabrands’ Magna Global unit’s AMP audience-targeting system. Publicis’ Starcom MediaVest Group recently struck a deal to integrate Nielsen Catalina Solutions’ data directly into its internal TV planning and buying system.
Simulmedia said its deal will enable it to integrate NCS consumer packaged goods audience segments directly into Simulmedias database, allowing brands and agencies to target their TV advertising buys based on actual consumer product purchasing behavior.
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