为媒体所有者和买家提供预测高级受众群体电视收视率的能力，以提高媒体支出的投资回报率
纽约州纽约市--2018年3月6日--尼尔森（纽约证券交易所股票代码：NLSN）今日宣布推出高级观众预测工具，为客户提供由高级观众细分群体定义的电视观众预测，该工具已在市场上获得越来越多的关注。
通过利用尼尔森先进的受众细分定义，媒体所有者和营销人员现在将有能力在所有全国性电视网络中准确、更直接地预测精确目标的库存。这些受众细分可根据任何独特的个人属性组合来定义，包括店内和在线信用卡/借记卡交易（如大卖场购物者）、心理统计数据（如宠物主人）和短期消费品忠诚卡数据（如洗衣粉购买者）。
This new tool, built through a collaboration between Nielsen and clypd, will accelerate the industry’s evolution towards audience-based buying on TV by providing more consistency and transparency. In addition to supporting custom advertiser-defined segments, the tool will surface more than 80 pre-defined audience segments curated by the Advanced Targeting Standards Group (ATSG) across key advertising verticals (including CPG, Automotive, Finance, and Telecom), providing preliminary insights into the total addressable inventory for these segments on all measured national TV networks.
"Discovery致力于为客户提供完全透明的服务，因此我们必须能够获得可靠的工具，这些工具不仅能够保证先进的受众，还能提供全面的可视性。Discovery客户解决方案集团高级副总裁Keith Kazerman表示："有了尼尔森的新解决方案，我们将更及时地实现这一目标，这在当今竞争激烈的市场中至关重要。
这一新功能将使媒体买家和卖家能够在即将到来的广告预售期进行更透明的定价和排期讨论。尼尔森还将在2018年的整个电视季为这些高级细分市场提供具有代表性的人物级测量，为这种新的购买形式带来与几十年来广告商对货币收视率同样的信心。
"营销人员和媒体公司使用数据规划、定位、交易和衡量广告的方式正在发生变化。尼尔森产品领导力高级副总裁Kelly Abcarian表示："在跨设备和平台的内容选择不断增加的今天，接触最重要的消费者--无论是首次购车者还是家装爱好者--对电视网络和广告商来说都至关重要。"尼尔森产品领导高级副总裁 Kelly Abcarian 说："为了跟上不断变化的形势，现在需要先进的工具（如本解决方案）来准确预测年龄和性别以外的电视观众。
关于尼尔森
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
联系方式
Brendan McCarthy: 646-654-8850; Brendan.McCarthy@nielsen.com
