Dive Brief:
- Nielsen Catalina Solutions has developed and released two new metrics — volumetric ratings points and persons viewing data — to help give a deeper insight to TV viewing and buying habits.
- Volumetric ratings points help identify not only whether or not a viewer bought a product after seeing an ad, but how much that viewer spent, meaning heavy buyers now get more weight.
- Persons viewing data helps identify individual viewers, rather than just the household, meaning demographics like gender and age are more discernable.
Dive Insight:
Highly specialized metrics like the ones Nielsen has developed can really help advertisers get the most from their TV dollars. If advertisers are able to identify individual viewing and buying habits, they can greatly improve their targeting..
