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Nielsen and Claritas Combine Npower and Prizm Analytics
Nielsen Media Research’s Npower and Claritas’s Prizm NE are merging to offer advertisers TV ratings analysis combined with targeted audience groups or psychographics, MediaPost writes.
Npower offers data such as minute-by-minute ratings, reach and frequency, co-viewing, length of tuning per viewer, and median age and income, while Prizm segments its audience into 66 categories based on lifestyle and economic factors.
Nielsen will provide a profile of each of the categories, along with data on their media habits, to guide advertising decisions for clients, writes Multichannel News.
While marketers have been able to combine these research tools for some time, the combination offered by Nielsen makes the data more readily available.