Nielsen has moved to a second European territory and Asia with its measurement product that gauges the effect a TV spot has on brand recall, purchase intent and other emotions. Nielsen TV Brand Effect, which has been in the U.S. and U.K., has launched in Germany and China.
Nielsen touts the product as being able to provide results swiftly enough to allow advertisers to make creative and other changes in near real-time, since surveys take place over a 24-hour period after an ad airs.
Nielsen recently entered into a contract to conduct traditional TV measurement research in Hong King from 2013-2017. There, it will install people meters in 800 homes. It has also worked on a three-screen measurement initiative -- TV, Internet and mobile -- in China covering a panel of 300 homes in Shanghai.
In China, Rentrak recently made a deal with Sinomonitor to measure TV viewing via set-top-box data, which Rentrak uses as a generator in the U.S.
In the U.K., BARB (Broadcasters’ Audience Research Board) oversees traditional TV measurement, while commissioning organizations such as RSMB, Ipsos MORI and Kantar to help. In Germany, a unit of GfK provides the data.
In the U.S., where Nielsen has been trying to bolster cross-platform measurement products, the company says the TV Brand Effect can serve as a complement to Nielsen's Online Brand Effect.
In April, Univision used TV Brand Effect as a sales promotional tool, saying that data found Latinos “like” ads at a level of 51% higher if shown in Spanish versus English.
In 2011, Bravo said TV Brand Effect showed it was the No. 2 network by one metric for brand recall for product placements.