Nielsen Extends Local NMI to Nineteen New Markets

Nielsen is rolling out its Local Nielsen Media Impact (Local NMI) solution to nineteen additional markets.

Local NMI offers access to respondent-level data for cross-platform analyses of local TV and radio, separately or together. When combined with the firm's in-market consumer insights service Nielsen Scarborough, the solution provides cross-media optimization at an individual person level, along with advanced audience segmentation. From next week, the service will enable agencies, advertisers, and media sellers to plan media for advance audience segments in 44 DMAs (designated market areas), inclusive of all 48 PPM metros, representing 25 Local People Meter and nineteen TV Set Meter markets.

Jay Nielsen (pictured), SVP, Product Leadership, says the move gives greater levels of precision to buyers and sellers looking to plan and execute more efficient media transactions in local markets, adding: 'Local NMI unlocks access to new insights on media allocation and schedule optimization to better reach a variety of audiences across media vehicles'.

Web site: www.nielsen.com .