Nielsen Integrates Key Panel Data to Enhance N-Score

Nielsen has enhanced its N-Score celebrity influence tracking tool, adding a 'Fan Affinity' score which it says will provide a 360 degree view of the media consumption and purchasing habits of fans.

This will help clients to 'quantify a celebrity's fan base to fit particular content or brands', according to the firm, which will offer the insights for more than a thousand celebrities based on more than 6,000 brands, programs and types of behavior. To produce the score, Nielsen has integrated its Scarborough, Homescan and TV panels with N-Score data on 'a multitude' of celebrity characteristics. The score ranks celebrities based on how likely their fans are to watch certain content, exhibit consumer behaviors or have lifestyle preferences.

Michele Orlick, SVP Client Consulting at Nielsen, says the new tool will 'help to give content producers and advertisers the ability to make informed talent and endorsement choices as well as program placement and ad sales decisions'.

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