Nielsen Links Local TV Data with Purchasing Activity

Nielsen has launched a new solution called 'Local Buyer Reach', which links proprietary Nielsen local TV viewing data with online and offline purchase activity in order to connect what viewers watch with what they buy.

The new solution, which is part of Nielsen's Local Insights product suite, extends into more than 40 buyer categories, including automotive, retail shopping, quick-service restaurants, and grocery stores.

Matt O'Grady (pictured), EVP MD, Local Media, says that Local Buyer Reach provides stations with the ability to demonstrate the buying behavior of their local TV audiences and highlight the value of that audience to their advertisers. 'By connecting the industry standard for audience measurement with such granular consumer data, clients will be able to prove their ability to reach highly desirable spenders by day-part, program, and specific market,' he adds.

Web site: www.nielsen.com .