Nielsen Aims to Make Local Media Buying More Precise With Its New Tool

Company launches Local Nielsen Media Impact

The new platform will provide greater local insight. Getty Imagies

Nielsen today announced a new tool that goes beyond basic demographics to measure local TV and radio audiences more precisely.

The Local Nielsen Media Impact will pull insights from Nielsen Scarborough and measure cross-media reach, frequency and duplication.

“We’re reacting to feedback from our client base that there is an underlying need to understand audience overlap, incremental reach and planning efficiencies across TV and radio that haven’t been there before,” said Jay Nielsen, vp, product leadership, Nielsen.

The new tool will provide calculations from local TV and radio combined and separately. Media buyers, advertisers and media owners will be able to reach the 25 Local People Meter, or LPM, which measures what channel the TV is on and when, in Designated Market Areas (DMAs).

“On the agency side, Local Nielsen Media Impact helps us to understand the local media landscape and determine the best properties and combinations of media channels, driving unique reach for our media plan,” said Kyle Allen, partner, media and research director, The Company in a statement.

Nielsen has worked in recent years to offer additional insights as viewing habits change. It began measuring YouTube views at a local level in May, partnered with Comcast in June to measure VOD and OTT ads and deepened its partnership with Snapchat in July to offer greater audience insight including offline purchasing data.

“Local Nielsen Media Impact offers a unique lens to the industry, enabling effective decision-making about where and when to engage audiences with content and advertising on local levels,” Nielsen said.

@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.