Nielsen this week announced a new service offering clients insight into the media habits of specific demographic segments. The service combines elements of Nielsen’s NPOWER TV ratings analysis tool and the PRIZM NE lifestyle segmentation product offered by its subsidiary Claritas.
NPOWER allows customized analysis of television viewing based on Nielsen’s National People Meter database. PRIZM NE classifies 66 segments of the US population based on various socio-economic data, such as income, age, race, occupation, education and household composition; and lifestyle attributes such as where people spend vacations, what they drive and their favorite brands. Examples of segments are:
- ’Blue Blood Estates’ – the US’s ‘second-wealthiest group’, characterized by the six-figure incomes earned by business executives, managers and professionals;
- ’Urban Elders’, who drive Toyota Corollas, frequent fast-food joints and listen to gospel music
- ’Young Digerati’ – tech-savvy singles and couples living in fashionable neighborhoods on the urban fringe; and
- ’Bohemian Mix’ – described as ‘a progressive mix of young singles and couples, students and professionals’.
Sara Erichson, Executive VP, Client Services at Nielsen Media Research explains the move in terms of Nielsen’s recently underlined committed to bringing together complementary services from throughout the company, while Claritas President Matt O’Grady says the two services being combined are ‘considered the gold standard within their respective areas of market research’ and adds: ‘“This new level of data also allows our broadcast and network clients to demonstrate how well their shows reach each advertiser’s customer.’
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