Nielsen Catalina Debuts TV Ad Matching Tool

In the US, shopper insight specialist Nielsen Catalina Solutions has launched a tool called AdVantics On Demand, allowing clients to link TV ads with appropriate audiences, based on actual retail purchase data.

Initially covering national TV media, the AdVantics On Demand solutions will offer a web-based platform through which media execs can determine which television networks, dayparts, genres and programs deliver the most appropriate audience segments. In addition, the new solution provides 'buyergraphic' post-buy analyses, reach and frequencies and the firm says it can also be integrated with most third-party planning, buying and housekeeping systems.

The tool is driven by shopper and television viewing data gathered from nearly 60 million frequent shopper data households and 2.7 million TV viewing households. It incorporates the Nielsen People Meter panel data used by the industry for national TV advertising transactions, and Nielsen set meter panels, along with cable set top box tuning data, providing both panel-based national projectability and 'census' data.

The firm was formed in 2009 as a joint venture between Nielsen and Catalina Marketing Corporation and is online at www.ncsolutions.com .