Nielsen has announced the launch of its TV Brand Effect service in China and Germany. The service gives metrics on a TV ad's 'breakthrough', or 'resonance', for purposes of real-time or post-campaign optimization.
Nielsen TV Brand Effect surveys viewers who had the opportunity to see a TV advertisement to get an accurate measure of recollection and of 'breakthrough' and attitudinal metrics including general recall, brand recall, message recall, likeability and purchase intent, and custom metrics. The service, previously available in the US and UK, kicks off today in China and Germany, with other major markets slated for later this year - Nielsen says this will give clients consistent metrics in each marketplace.
The US service is used alongside other Nielsen brands such as Nielsen Online Brand Effect, Nielsen Cross-Platform Campaign Ratings and Marketing Mix Modeling to give an all-round picture of the performance of integrated marketing campaigns.
Randall Beard, the group's Global Head, Advertiser Solutions, says marketplaces in Europe and Asia are 'ripe for comprehensive measurement solutions that allow both local and global advertisers to make sound investments in advertising and understand their true impact among consumers'.
Web site: www.nielsen.com .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.