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Claritas Introduces TV Profile Tool
US marketing information company Claritas has introduced a new product, PRIZM TV Profiles, that combines data from its PRIZM NE lifestyle segmentation system with TV viewing information from Nielsen Media Research's People Meter service. The launch follows Nielsen's announcement that US TV viewing is higher than ever before.
PRIZM NE categorizes households and geographic areas into 66 segments, according to socio-economic factors. Segments include Blue Blood Estates, Young Digerati and Bohemian Mix. The new product is designed to help companies reach a particular target group by identifying their viewing preferences. Based on Nielsen's data, it can provide details of how often and when people from a particular category watch certain networks, programs, or program types. It also categorises viewing according to age and gender.
Claritas President and CEO Robert Nascenzi says the new product 'brings together data from two sources that are considered the gold standard within their respective areas of market research - PRIZM NE and Nielsen's TV ratings'.
Last week, Nielsen Media Research reported that the average American home watched 8 hours and 11 minutes of TV per day between September 2004 and September 2005 - more than in any previous year. The viewing figures are 2.7% higher than the previous year, and 12.5% higher than ten years ago.
The two companies - both divisions of VNU - are online at www.claritas.com and www.nielsenmediaresearch.com.
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