Simmons Adds TV Viewing Data to National Consumer Study

US-based Simmons Research has integrated national TV viewing data into its National Consumer Study (NCS).

NCS measures more than 60,000 variables relating to consumer behavior, attitudes, intent and brand affinity, including 1,000 distinct media properties, 500 product categories and 8,000 brands. The firm says that by overlaying this consumer behavior with viewership of broadcast and cable networks and more than 25,000 TV programs, it can provide deeper insights into not only what consumers are watching, but also the key consumer attributes driving this consumption.

President and CEO Pat Pellegrini (pictured) comments: 'This integration allows us to continue to provide such in-depth knowledge tied to rich TV viewership data, increasing the depth of reporting and actionability of our data... We will also be adding additional cross-device video consumption and consumer preferences to NCS and other Simmons studies shortly'.

Simmons, which is owned by Symphony Technology Group, is online at www.simmonsresearch.com .