Nielsen Debuts Fast-Turnaround Ad Evaluator

Nielsen has rolled out a fast turnaround method to enable agencies to quickly review the performance of recently launched TV ads, and react accordingly.

Through the integration of the firm's consumer research and media services (TVPix, AdEx), along with consumer panel responses from its YourVoice online panel, the new Rapid Campaign Evaluation (RCE) technique allows agencies to evaluate the effectiveness of ads within eight days of them being broadcast.

RCE has been developed in Australia to measure the strength and/or weaknesses of TV ads, by capturing how many people heard or saw the ad; brand linkage to uncover whether the audience knew what the brand was for; and communication to determine if the 'correct' message was understood by the audience.

Armed with this information, Nielsen says its client can then make informed decisions as to how they should respond.

'Given the large investment committed to producing commercials and running a media campaign, the speed of which its effectiveness is measured is critical,' stated Richard Reeves, Associate Director - Consumer Research Services. 'In a matter of days, RCE enables access to the information needed to evaluate the performance of an ad and respond accordingly to ensure the biggest return on media spend.'

Web site: www.nielsen.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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