Key Nielsen and GfK MRI Products Help Simulmedia Address TV’s Growing Audience Fragmentation Problem
NEW YORK – Simulmedia, a targeted television advertising company, today announced that it has expanded its relationship with Nielsen and GfK MRI to license several research products including Nielsen’s National All Minute Respondent Level Television (“AMRL”) Ratings Data and Nielsen TV/GfK MRI Data Fusion.
Nielsen’s AMRL Ratings Data provides viewing information for nationally measured broadcast, syndication and cable network programs. Included with the viewing data are household-level and respondent-level characteristics for the Nielsen National People Meter sample. Using the AMRL Ratings Data, Simulmedia correlates its nationally projectable set-top-box sample of 30 million TV viewers to Nielsen, which is the data currency for the US TV advertising market.
Nielsen TV/GfK MRI Data Fusion is an integrated data fusion that links magazine readership, attitudinal/psychographic, and product consumption data from Mediamark’s Adult survey of the American Consumer with Nielsen’s National People Meter television viewing ratings data. The Fusion Product enables the direct evaluation of television viewership against product usage and attitudinal/psychographic targets identified through Mediamark, and the direct evaluation of television viewership against magazine readership targets.
Simulmedia will use the Nielsen TV/GfK MRI Data Fusion product to grow the Simulmedia client base beyond promotional advertisers and to drive cost effective targeted TV reach for all advertiser categories.
“We have proven conclusively that Simulmedia can drive tune-in for television shows. We will leverage the Nielsen and GfK MRI data to help advertisers in every category find their target audiences in the highly fragmented environment that is TV today,” says Dave Morgan, Simulmedia’s founder and CEO. “This is the beginning of audience buying on TV and not just buying individual shows as proxies for people.
“With a strong and productive relationship with Nielsen, Simulmedia is able to speak with advertisers in ‘Nielsen,’ which is the language and preferred research currency for TV buyers and planners in the US,” adds Mr. Morgan.
“Nielsen-GfK MRI Fusion offers an exciting opportunity to layer insights from multiple data sets to tell a broader story,” says Steve Hasker, President, Media Products & Advertiser Solutions for Nielsen. “We’re pleased to be working with Simulmedia on this initiative and look forward to helping them elevate industry understanding of TV audiences.”
“Simulmedia’s use of the Nielsen-GfK MRI fusion is a great example of how we now can add tremendous value in the area of targeted advertising. This fusion is a game changer because it allows for detailed targeting of TV audiences–moving beyond demographics to targeting on viewers’ attitudes and product preferences,” says Mike Drankwalter, EVP of Media Sales at GfK MRI.
GfK MRI (www.gfkmri.com) has a singular goal: to provide the clearest and most detailed view of American consumers – who they are, what they buy, how they think, and the best ways to reach them. GfK MRI is the premier source of magazine audience ratings in the U.S and an authoritative source for penetrating insight into the behaviors and motivations of American consumers. GfK MRI’s industry position is built on a bedrock commitment to quality in research. No company reports more reliably about Americans as consumers and as media users than GfK MRI.
Simulmedia, Inc. (www.simulmedia.com) is a New York City-based television ad targeting company and operates the Simulmedia Audience Network, the world’s first data-driven audience network for television. The company’s targeting platform leverages predictive technologies and anonymous viewing data from more than 30 million US TV viewers to help national advertisers and their agencies better reach their target audiences, and better measure the results. Simulmedia aggregates TV audiences through partnerships with TV system operators and national networks and reaches all 116 million US TV households. Over the past year, the company helped national marketers and their agencies target, deliver and measure more than 200 campaigns and see results which were 25-300% better than they were able to achieve with traditional TV ad scheduling and targeting methods.
Founded and led by Internet entrepreneur Dave Morgan, Simulmedia is backed by Avalon Ventures, Union Square Ventures and Time Warner Investments.