New York – Sept. 23, 2014 - Simulmedia, the pioneer in bringing audience targeting to television advertising, and Nielsen, a leading global provider of information and insights into what consumers watch and buy, today announced they have signed a development agreement to research "long tail" TV network measurement. This joint research will seek to capture the sizable audience activity that goes unmeasured today on niche cable networks to enable these networks to sell advertising based on reliable, qualified ratings systems.
The agreement is the culmination of more than a year of joint research involving the Nielsen People Meter panel and Simulmedia’s set-top box viewing data representing 50 million viewers. Together, the companies plan to create a first of its kind measurement solution for currently unmeasured cable network TV audiences.
“We are very excited to work with Nielsen again on research that we expect will eventually allow smaller networks to sell advertising using consistent and reliable audience measurement tools,” says Dave Morgan, Simulmedia’s CEO. "In our work, we have found valuable blocks of audiences watching programs that may be under the radar of many network TV buyers. This research will surface both the value of these networks and their audiences to brands, and the cost effectiveness of working with them to reach attractive consumers and achieve positive business outcomes."
This is the second time the two companies have collaborated. In October 2013, Simulmedia entered into a license agreement with Nielsen to integrate Nielsen Buyer Insights into the Simulmedia Audience Insights Database to augment TV viewer behavioral insights. Nielsen Buyer Insights combines actual TV viewing with anonymized panelist purchasing behavior representative of 24 billion transactions, $2 trillion in annual sales primarily from the retail, travel, digital, restaurant, entertainment, financial services, telecom, discount store and gas station categories.
“We're committed to delivering solutions that drive business benefits for our clients. Big and small. Global and local. Across and within platforms,” said Steve Hasker, Nielsen’s President of Global Product Leadership. “This initiative with Simulmedia signifies an important Nielsen move to seek out innovation to bring meaningful insights to our clients and the industry. We look forward to continued collaboration with Simulmedia."
Nielsen (www.nielsen.com) (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands.
Simulmedia, Inc. (www.simulmedia.com) is the leader in helping advertisers and agencies find targeted TV audiences. By taking a digital approach to linear TV advertising, the company delivers targeted audience reach at national scale. Its Simulmedia Audience Network reaches 110 million households across the US through partnerships with over 75 national cable networks and the top multichannel video programming distributors (MVPDs). Based on a proprietary analysis of second-by-second activity for over 50M people, Simulmedia determines the best options to extend the reach of campaigns to specific target audiences, and places advertising across those disparate TV networks. Since we began in 2009, Simulmedia has delivered campaigns for more than 70 advertisers and their agencies, to target, deliver, and measure hundreds of TV campaigns, and on average reached their target audience 32% more efficiently than they were able to with traditional TV ad scheduling and targeting methods alone.