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NBC measure ROI through Nielsen’s Fusion product

By Andrew Redfern @ 6th June 2008 11:47 am

NBC Universal and The Nielsen Company have joined forces to create sales metrics that will help advertisers make better informed buying decisions through the use of Nielsen’s “fusion” products. The announcement was made today by Alan Wurtzel, President of Research for NBC Universal, and Jon Mandel, CEO of NielsenConnect.

The collaboration between Nielsen, the country’s largest provider of consumer data, and NBC Universal, one of Nielsen’s biggest customers, is designed to move advertising sales beyond traditional demographic data and further the development of a new sales and marketing metric that clients can use for planning and Return on Investment (ROI) evaluation.

“Our ultimate objective is to make our sales and marketing partners as effective as possible in using the various platforms which NBC Universal offers,” said Wurtzel. “In this case, the development of the fusion metrics will enable us to more accurately pair NBC Universal’s unique media properties with high-value consumers for our advertisers.”

“By combining the power of Nielsen’s unique research capabilities with the insight of a significant media client like NBC Universal, we can help develop a new metric which will ultimately benefit all of Nielsen’s customers,” added Mandel.

Nielsen’s fusion product, developed by NielsenConnect, joins together data from its TV ratings service, its VideoCensus service, which measures streaming video over the Internet, and data bases of consumer activity for broader overall product categories, including packaged goods, pharmaceuticals, automotive, and movies.

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