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Sony TV account for $346 Billion in Spending Power

By Andrew Redfern @ 23rd June 2008 9:12 am

Sony Pictures Television (SPT)’s television and Internet properties reach households that account for $346 billion in annual spending for consumer packaged goods products, The Nielsen Company announced today in the first extensive analysis of media consumption and consumer behavior based on NielsenConnections’ Brand Target Audience: Consumer Packaged Goods product. This $346 billion covers 83.2% of the total market.

Nielsen found that the average household reached by SPT’s television or Internet properties at least once a month spends more than $3,700 on consumer packaged goods per year, seven percent higher than households not reached by their television or Internet properties.

The average household that is exposed to both SPT’s television and Internet properties spends
nearly $4,200 on consumer packaged goods, 20 percent higher than households not reached by these properties.

These findings are based on a new syndicated metric from NielsenConnect that links together Nielsen’s consumer Homescan panel, its National People Meter television panel and Nielsen Online’s NetView panel, in order to report how buyers of specific consumer products consume television and Internet content.

By fusing these data together, Nielsen delivers insight into which television shows and websites are watched by advertisers’ marketing targets. This analysis enables SPT to supplement its traditional demographics-based measurement with metrics that help advertisers deliver highly targeted ad campaigns based on their core consumers’ media habits.

The studio’s initial study, following Technologists (young, early tech adopters), was announced earlier this year.

“Through research like this, we are addressing advertisers’ requests for accountability and innovation by providing new and better metrics that are even more directly related to their businesses and customers,” said Amy Carney, president, advertiser sales, Sony Pictures Television. “Ultimately, we hope to create a better understanding of the true value of our
properties and the ROI it provides clients.”

Sony Pictures Television is the first television studio to adopt two integrated database fusion products recently launched by Nielsen:

– NielsenConnections’ Brand Target Audience: Consumer Packaged Goods product, provides media usage data, coupled with product sales information from Nielsen’s Homescan consumer CPG panel.

– NielsenConnections’ Brand Target Audience: Pharmaceutical product, provides data on media usage coupled with product sales for over-the-counter medications from Nielsen’s Homescan consumer panel, as well as survey data from Nielsen’s new Ailment Panel Survey that pinpoints customers’ ailments and treatments.

In addition to providing details on the performance of individual Sony properties and how they compare to core competitors, the data also provide Sony with a single audience number that shows unduplicated reach across all of the company’s media platforms, by demographic or for an advertiser’s marketing target.

“These new metrics could help change the way advertisers buy media by giving them a way to target their core customers,” said Jon Mandel, CEO, NielsenConnect. “This is a major step forward for marketers and we believe that any media company that offers these metrics will have a competitive advantage when it comes to selling advertising space.”

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