Nielsen Launches Online TV Viewing Segments

Nielsen has launched a cross-platform tool called 'Nielsen Online Audience Segments - TV Viewing', designed to help clients target online consumers based on their TV and web viewing behaviors.

The new tool taps the firm's existing sample for both TV and online panelists and creates segments based on actual viewers rather than households and defined by type and level of TV viewership, shows or channels most viewed, genres and viewer attributes. The last include lifestyle, demographics and consumption of consumer packaged goods. Early adopters of the new solution include companies such as Microsoft, Adap.TV, Specific Media, Undertone, and Videology.

Jonathan Carson (pictured), General Manager of Digital for Nielsen, comments: 'Being able to interact with consumers online who are, for example, heavy viewers of college sports or home design programming, or light television viewers who are difficult to reach through that medium, can prove invaluable to marketers as they're planning their advertising campaigns. This is a tremendous next step in connecting the dots between offline and online behavior.'

The launch follows other recent Nielsen announcements, including the Innovation Lab, for cross-platform ad effectiveness, and recent enhancements to the Campaign Ratings suite.

Web site: www.nielsen.com .