Nielsen Media Impact Adds Advanced Segments From Scarborough’s National Dataset

Media Impact Adds Advanced Segments From Scarborough’s National Dataset

NIELSEN MEDIA IMPACT (NMI), a "national media planning and optimization solution," will be enhanced to include NIELSEN SCARBOROUGH USA+’s set of advanced audience segments. These segments include brand preferences, retail insights, buying behaviors, and lifestyles of consumers, further allowing the industry to plan and optimize beyond age and gender. 

“To enable effective cross-media planning, you need robust solutions that provide insights on consumers’ media preferences, attitudes and behaviors,” said AD COUNCIL Head Of Analytics ANNE DEO. “The integration of SCARBOROUGH’s vast qualitative dataset into NIELSEN MEDIA IMPACT will add thousands of advanced segments we can utilize to optimize planning across our 40 public service campaigns. Being able to successfully reach our audiences, both effectively and efficiently, is vital to our ability to shift key societal attitudes and behaviors and, ultimately, create social change.”

“Media buyers and sellers are trying to be as efficient and creative as possible when it comes to planning and optimizing marketing campaigns,” said NIELSEN SVP/Global Planning JAY NIELSEN. “The addition of SCARBOROUGH’s advanced audience segments into our national version of NIELSEN MEDIA IMPACT enables greater levels of precision to buyers and sellers looking to plan and execute more efficient media transactions against the consumer they care most about." 

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