Viewers to Sony TV and Internet Properties Account for $346 Billion in Spending Power for Consumer Packaged Goods, Nielsen Says
Posted on June 23, 2008
Filed Under News
NEW YORK, June 23 /PRNewswire/ — Sony Pictures Television (SPT)’s
television and Internet properties reach households that account for $346
billion in annual spending for consumer packaged goods products, The
Nielsen Company announced today in the first extensive analysis of media
consumption and consumer behavior based on NielsenConnections’ Brand Target
Audience: Consumer Packaged Goods product. This $346 billion covers 83.2%
of the total market.
Nielsen found that the average household reached by SPT’s television or
Internet properties at least once a month spends more than $3,700 on
consumer packaged goods per year, seven percent higher than households not
reached by their television or Internet properties. The average household
that is exposed to both SPT’s television and Internet properties spends
nearly $4,200 on consumer packaged goods, 20 percent higher than households
not reached by these properties.
These findings are based on a new syndicated metric from NielsenConnect
that links together Nielsen’s consumer Homescan panel, its National People
Meter television panel and Nielsen Online’s NetView panel, in order to
report how buyers of specific consumer products consume television and
Internet content. By fusing these data together, Nielsen delivers insight
into which television shows and websites are watched by advertisers’
marketing targets. This analysis enables SPT to supplement its traditional
demographics-based measurement with metrics that help advertisers deliver
highly targeted ad campaigns based on their core consumers’ media habits.
The studio’s initial study, following Technologists (young, early tech
adopters), was announced earlier this year.
“Through research like this, we are addressing advertisers’ requests
for accountability and innovation by providing new and better metrics that
are even more directly related to their businesses and customers,” said Amy
Carney, president, advertiser sales, Sony Pictures Television. “Ultimately,
we hope to create a better understanding of the true value of our
properties and the ROI it provides clients.”
Sony Pictures Television is the first television studio to adopt two
integrated database fusion products recently launched by Nielsen:
— NielsenConnections’ Brand Target Audience: Consumer Packaged Goods
product, provides media usage data, coupled with product sales information
from Nielsen’s Homescan consumer CPG panel.
— NielsenConnections’ Brand Target Audience: Pharmaceutical product,
provides data on media usage coupled with product sales for
over-the-counter medications from Nielsen’s Homescan consumer panel, as
well as survey data from Nielsen’s new Ailment Panel Survey that pinpoints
customers’ ailments and treatments.
In addition to providing details on the performance of individual Sony
properties and how they compare to core competitors, the data also provide
Sony with a single audience number that shows unduplicated reach across all
of the company’s media platforms, by demographic or for an advertiser’s
marketing target.
“These new metrics could help change the way advertisers buy media by
giving them a way to target their core customers,” said Jon Mandel, CEO,
NielsenConnect. “This is a major step forward for marketers and we believe
that any media company that offers these metrics will have a competitive
advantage when it comes to selling advertising space.”
About Sony Pictures Television
Sony Pictures Television is one of the television industry’s leading
content providers. It produces and distributes programming in every genre,
including series, telefilms, theatrical releases and family entertainment
for network and cable television, as well as first-run and off-network
series for syndication. With more than 25 programs on the air, SPT boasts a
program slate that includes the top-rated daytime dramas and game shows,
landmark off-network series, original animated series and critically
acclaimed primetime dramas, comedies and telefilms. SPT also owns one-half
of cable channel GSN and is a partner in FEARnet, the premier
horror/thriller website and VOD service. Sony Pictures Television oversees
all of Sony Pictures Entertainment’s (SPE) domestic digital distribution
efforts across all electronically delivered platforms, including the
internet and mobile. Sony Pictures Television, advertiser sales, is one of
the premiere national advertising sales companies, handling the commercial
inventory in SPT syndicated series as well as in all of SPE’s digital
businesses in the United States, for Sony BMG and for iN DEMAND’s
high-definition channel Mojo and the Tennis Channel, and is part owner of
national media sales company ITN Networks, Inc. SPT
(http://www.sonypicturestelevision.com) is a Sony Pictures Entertainment company.
About Nielsen
The Nielsen Company is a global information and media company with
leading market positions and recognized brands in marketing information
(ACNielsen), media information (Nielsen Media Research), online
intelligence (Nielsen Online), mobile media (Nielsen Mobile), trade shows
and business publications (Billboard, The Hollywood Reporter, Adweek). The
privately held company is active in more than 100 countries, with
headquarters in Haarlem, the Netherlands, and New York, USA. For more
information, please visit, http://www.nielsen.com.
SOURCE The Nielsen Company
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