NPD Group Shuffles Digital and Sponsorship Units

Consumer information specialist The NPD Group has combined two of its units - the Video businesses within its Entertainment practice, and its Connected Intelligence division - and created a distinct new practice area for its BrandLink product, led by VP Barbara Zack.

The combined unit - created in response to what NPD calls 'the changing landscape of video content consumption' - will be known as Connected Intelligence and will continue to focus on the mobility, wearable and home automation habits and purchases of connected consumers. Connected Intelligence President Eddie Hold becomes head of the combined practice.

BrandLink, previously part of the company's Entertainment practice, helps clients optimise their sponsorships and endorsements, tracking consumers' taste in celebrities and musical artistes, brands and devices used, and stores and web sites visited.

Says hold: 'Digital viewing is rapidly moving from a PC-based early adopter experience to one that now reaches nearly 50 million households directly on their TV, not to mention their array of mobile devices. Only by understanding the fusion of content consumption and device usage can a true view of this landscape be understood'.

Group President Don Unser comments: 'BrandLink is now uniquely positioned to help optimize the significant investment that brands make when they choose a celebrity sponsor. Brands are increasingly demanding that their sponsorship decisions be informed by the same type of data that informs their other media planning decisions, rather than by instinct'.

Web site: www.npd.com .