Nielsen Adds VOD Ratings to Planning Tools

Nielsen is adding its syndicated VOD Content Ratings service to its Media Impact planning solution, to enable clients to reach and monetize additional audiences which is says are often younger and more 'upscale'.

Nielsen's Media Impact solution helps understand how various media works together most effectively in a media plan. VOD (video on demand) Content Ratings were launched in 2006 and are drawn from nine networks, including Turner and Discovery. The service aims to provide comparable metrics with the same set of characteristics as live and time-shifted TV, enabling clients to do a direct analytical comparison to linear TV that extends beyond seven days. Nielsen says the move will help media clients able demonstrate how advertisers can best reach these audiences over and beyond linear TV.

Megan Clarken (pictured) President, Product Leadership, comments: 'Knowing how to effectively uncover, plan and monetize VOD audiences is vital for our clients. In some examples, we have seen linear programs receive as much as a 31% lift from VOD, attracting viewers who are often younger and more upscale. Understanding the landscape and efficiently optimizing media plans creates opportunities for both buyers and sellers'.

Web site: www.nielsen.com .