via press release:
Simulmedia Extends Relationship With Nielsen and GfK MRI to
Move Beyond Tune-In to All Categories of TV Advertising
Key Nielsen and GfK MRI Products Help Simulmedia Address TV’s
Growing Audience Fragmentation Problem
NEW YORK, June 27, 2012 (GLOBE NEWSWIRE) — Simulmedia, a targeted
television advertising company, today announced that it has expanded
its relationship with Nielsen and GfK MRI to license several research
products including Nielsen’s National All Minute Respondent Level
Television (“AMRL”) Ratings Data and Nielsen TV/GfK MRI Data Fusion.
Nielsen’s AMRL Ratings Data provides viewing information for nationally
measured broadcast, syndication and cable network programs. Included
with the viewing data are household-level and respondent-level
characteristics for the Nielsen National People Meter sample. Using the
AMRL Ratings Data, Simulmedia correlates its nationally projectable
set-top-box sample of 30 million households to Nielsen, which is the
data currency for the U.S. TV advertising market.
Nielsen TV/GfK MRI Data Fusion is an integrated data fusion that links
magazine readership, attitudinal/psychographic, and product consumption
data from Mediamark’s Adult survey of the American Consumer with
Nielsen’s National People Meter television viewing ratings data. The
Fusion Product enables the direct evaluation of television viewership
against product usage and attitudinal/psychographic targets identified
through Mediamark, and the direct evaluation of television viewership
against magazine readership targets.
Simulmedia will use the Nielsen TV/GfK MRI Data Fusion product to grow
the Simulmedia client base beyond promotional advertisers and to drive
cost effective targeted TV reach for all advertiser categories.
“We have proven conclusively that Simulmedia can drive tune-in for
television shows. We will leverage the Nielsen and GfK MRI data to help
advertisers in every category find their target audiences in the highly
fragmented environment that is TV today,” says Dave Morgan,
Simulmedia’s founder and CEO. “This is the beginning of audience buying
on TV and not just buying individual shows as proxies for people.
“With a strong and productive relationship with Nielsen, Simulmedia is
able to speak with advertisers in ‘Nielsen,’ which is the language and
preferred research currency for TV buyers and planners in the U.S.,”
adds Mr. Morgan.
“Nielsen-GfK MRI Fusion offers an exciting opportunity to layer
insights from multiple data sets to tell a broader story,” says Steve
Hasker, President, Media Products & Advertiser Solutions for Nielsen.
“We’re pleased to be working with Simulmedia on this initiative and
look forward to helping them elevate industry understanding of TV
“Simulmedia’s use of the Nielsen-GfK MRI fusion is a great example of
how we now can add tremendous value in the area of targeted
advertising. This fusion is a game changer because it allows for
detailed targeting of TV audiences — moving beyond demographics to
targeting on viewers’ attitudes and product preferences,” says Mike
Drankwalter, EVP of Media Sales at GfK MRI.
GfK MRI (www.gfkmri.com) has a singular goal: to provide the clearest
and most detailed view of American consumers – who they are, what they
buy, how they think, and the best ways to reach them. GfK MRI is the
premier source of magazine audience ratings in the U.S. and an
authoritative source for penetrating insight into the behaviors and
motivations of American consumers. GfK MRI’s industry position is built
on a bedrock commitment to quality in research. No company reports more
reliably about Americans as consumers and as media users than GfK MRI.
Simulmedia, Inc. (www.simulmedia.com) is a New York City-based
television ad targeting company and operates the Simulmedia Audience
Network, the world’s first data-driven audience network for television.
The company’s targeting platform leverages predictive technologies and
anonymous viewing data from more than 30 million U.S. TV viewers to
help national advertisers and their agencies better reach their target
audiences, and better measure the results. Simulmedia aggregates TV
audiences through partnerships with TV system operators and national
networks and reaches all 116 million U.S. TV households. Over the past
year, the company helped national marketers and their agencies target,
deliver and measure more than 200 campaigns and see results which were
25-300% better than they were able to achieve with traditional TV ad
scheduling and targeting methods.
Founded and led by Internet entrepreneur Dave Morgan, Simulmedia is
backed by Avalon Ventures, Union Square Ventures and Time Warner