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IMS Tool to Help Local TV Planning
Interactive Market Systems Inc. (IMS) has announced a new tool, IMS Local TV Allocator, to help US planners and buyers use local television to reach target consumers.
The application's design reflects the growing importance of US cable interconnects to the local television market, providing the ability to analyze both local broadcast and cable audience delivery within multiple universes, hard wired, interconnect and non wired. The system incorporates new market universe estimates from Nielsen Media Research and uses the latter's Designated Market Area (DMA™) system.
The Local TV Allocator seamlessly imports data from IMS's web-based MarketMateTV, which produces local market schedules using broadcast and cable in each DMA. It then analyses and models schedules, to help users refine their distribution of GRPs and improve targeting of market prospects.
IMS, on the web at www.imsms.com , provides information systems for the advertising industry and is part of VNU's Media Measurement and Information group, which also includes Nielsen Media Research.
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