IRI and Simulmedia Form Strategic Alliance to Target IRI ProScores™ Segments Through TV Advertising

Clorox Will Be First Brand to Activate IRI ProScores on TV, Making It Easier to Reach Likely Purchasers Quickly and at Scale

Simulmedia, the leader in performance television, and IRI®, the global leader in innovative solutions and services for consumer, retail, media and over-the-counter health care companies, announced a new strategic alliance today. This alliance enables CPG marketers to activate IRI ProScores with Simulmedia on linear TV to precisely target their advertising to consumers based on actual purchase behaviors instead of traditional demographic data for the first time.

Simulmedia’s Performance TV® platform is powered by second-by-second, device-viewing data from millions of U.S. households. Its campaigns combine data-driven targeting with predictive algorithms to deliver maximum reach on a national scale and provide brands with actionable insights they can use to benchmark performance and optimize future campaigns.

IRI ProScores, which is the industry’s most advanced purchase-based, predictive shopper audience targeting solution, enables CPG brands and agencies to find their best consumers. Leveraging cutting-edge modeling techniques with rich data assets, IRI scores all 125 million U.S. households’ propensity to purchase across a large set of CPG categories, subcategories, brands and retailers. IRI is integrating its consumer purchase data with Simulmedia’s platform to target and activate viewers on national TV for the first time.

“We’re thrilled to be partnering with IRI,” said Tim Spengler, president and chief revenue officer of Simulmedia. “With ProScores targeting now built into Simulmedia’s performance TV platform, we can empower innovative marketers to easily align their digital and TV strategies and achieve powerful results.”

Srishti Gupta, president of the IRI Media Center for Excellence, added, “Partnering with Simulmedia is one more way IRI is bringing innovation and sales growth to our clients. Our new alliance allows CPG companies to specifically target households using robust granular consumer purchase data combined with TV viewing data. Marketers now have the ability to use consistent purchase-based segments not just for digital activation but also for television. This will drive greater efficiency and effectiveness for TV dollars, which continues to be a significant percentage of total advertising spend.”

With ProScores targeting now built into Simulmedia’s performance TV platform, we can empower innovative marketers to easily align their digital and TV strategies and achieve powerful results.

IRI and Simulmedia also are announcing that The Clorox Company, a leading multinational manufacturer and marketer of consumer and professional products, has signed on as the launch partner for this initiative.

Eric Reynolds, senior vice president and chief marketing officer for The Clorox Company, said, “Advertising on linear TV is a critical component of our marketing mix. But in a world of data-driven marketing, we believe it needs to be smarter. Simulmedia and IRI are adding a degree of precision to our linear TV advertising that we believe can greatly improve the effectiveness of the communication. We are delighted to participate in this pilot.”

Brands interested in learning more about using ProScores to target likely customers on TV can learn more at

About the IRI Partner Ecosystem

IRI fundamentally believes that delivering differentiated growth for clients requires deep, highly integrated partnering with a variety of best-of-breed companies. As such, IRI works closely with a broad range of industry leaders to create innovative joint solutions, services and access to capabilities to help its clients more effectively compete in their various markets and exceed their growth objectives. IRI is committed to its partnership philosophy and continues to actively enhance its ecosystem of partners through alliances, joint ventures, acquisitions and affiliations. The IRI Partner Ecosystem includes such companies as Adobe, The Boston Consulting Group, comScore, Experian, GfK, Gigwalk, Ipsos, Kantar Shopcom, MasterCard Advisors, MaxPoint, Millward Brown Digital, Mu Sigma, Oracle, PlaceIQ, Research Now, SPINS, Survey Sampling International, Univision and others.

About IRI

IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers and media companies to grow their businesses. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI helps to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver market-leading growth. A confluence of major external events — a revolution in consumer buying, big data coming into its own, advanced analytics and automated consumer activation — is leading to a seismic shift in drivers of success in all industries. Ensure your business can leverage data at

About Simulmedia

Simulmedia ( is a New York-based marketing technology company founded in 2008. Simulmedia’s Performance TV™ platform is unique in its ability to plan and activate data-driven TV campaigns for national advertisers that target and reach the most profitable audience segments quickly, efficiently and at scale. The platform is powered by a massively scaled single-source data set that blends TV viewing behavior with actual purchase data. Using Simulmedia, brands can achieve unprecedented precision in TV targeting, optimize their target audience reach, convert more customers and grow their business.


IRI Contact:
Shelley Hughes
Phone: +1 312.474.3675
Simulmedia Contact:
Michael Zimbalist
Phone: +1 646.510.2674

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