Nielsen teams with Simulmedia on niche cable measurement
Michelle Clancy
| 24 September 2014
Simulmedia has inked a deal with Nielsen to research niche cable TV network measurement.

Sizable audience activity goes unmeasured today on smaller cable networks, making it difficult for them to sell advertising that adequately reflects their value. 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.

"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," said Dave Morgan, Simulmedia's CEO. "In our work, we have found valuable blocks of audiences watching programmes 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 behavioural insights. Nielsen Buyer Insights combines actual TV viewing with anonymised panellist purchasing behaviour 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." inShare0