Members Define Study Topics on New Nielsen Site

The Nielsen Company has launched Nielsen PreView, a business-to-business research service which brings the group's range of marketing and media information sources to bear on issues identified as important by members on a web site.

Members' interests and concerns as identified from contributions to www.nielsenpreview.com will form the basis of studies whose results will then be made available to the same members. Ann Marie Dumais, Senior VP for the new service, says it will bring the firm's capabilities to 'an extended, broader spectrum of clients across all industries', adding: 'Nielsen's reputation of quality and substance combined with membership feedback make for a powerful and unique partnership. By building a membership based upon common needs, as opposed to job function or affiliation, Nielsen will be able to more efficiently understand, address and deliver unique business intelligence.'

Details of the first PreView member report will be presented at the ShoWest motion picture industry convention in Las Vegas, Nevada, on Thursday, March 13. The study modeled and analyzed box office results for 400 recent movies along with related data from Nielsen's online, entertainment and media units to establish the stength of links between box office success and pre-release online buzz. Results suggest that 'During opening week, films with booming buzz are 81% more likely to generate higher box office earnings.' It also investigated the impact of 3-D and of critics' reviews; and the question of how early studios should begin marketing their films.

The Nielsen Company, with headquarters in Haarlem, the Netherlands, and New York, USA, is online at 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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