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AMC and Nielsen Partner to Develop New AIM
In the US, TV network AMC has partnered with Nielsen to develop a new Audience Identity Metric (AIM) that segments the audience by behavior, as well as a new 'Ad Vantage' metric for advertisers to measure ad receptivity across the industry.
AIM examines distinct differences in consumer preferences and behaviors to identify and target those viewers most likely to watch and to be engaged by a particular mix of AMC film titles and originals. The system matches the audience of specific movie titles with the lifestyles and behavior patterns that are the basis of specific advertiser's TV planning specs; then this data is matched to Nielsen audience estimates.
Holly Leff Pressman, EVP and General Manager of Nielsen Entertainment explained that the metric has been designed to provide more value to advertisers as they target specific audiences beyond age and gender demographics.
While the 'Identity' component of AIM allows AMC to target a group of viewers against stated advertiser needs, the new 'Ad Vantage' metric focuses on audience engagement, and provides advertisers with a tool to measure viewers' levels of ad receptivity across all networks. The metric builds on data from Nielsen's own audience retention research and from a recent Simmons Research engagement study, which suggest that a true retention ranking should be based not only on who stays through the commercial breaks but on how receptive they remain to the advertising.
'We think we've found a better way to combine what has historically been the domain of media planners—behavioral and lifestyle targeting - with what media buyers have refined over the years -effective media buying against demographic targets,' stated Charlie Collier, AMC's General Manager and EVP.
Web sites: www.amctv.com , www.nielsen.com and www.smrb.com .
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