Nielsen Catalina, FourthWall Media Team For Set-Top Data

Looking to deliver more granular insights to CPG marketers, Nielsen Catalina Solutions and set-top box TV researcher FourthWall Media announced a deal on Monday -- further pushing the use of more precision TV data among media researchers and agencies.

Nielsen Catalina gets shopper data from more than 70 million households and over 90% of the U.S. online population (41 million), which offers critical insights to consumer-packaged-goods advertisers.

FourthWall says it is the biggest single source of panel of TV set-top-box data, with 1.4 million homes, getting second-by-second viewing data across participating TV distributors reaching 4.7 million viewers across three million devices.

FourthWall says it will greatly expand the size of its single-source data set — delivering more granular insights to CPG marketers. The larger footprint hopes to deliver greater precision for smaller TV networks and programming as well as more niche brands.

"The buyer-graphic approach to media has quickly gained favor with advertisers that seek to drive revenue and improve the return of each and every dollar spent on advertising," stated Mike Nazzaro, chief executive officer of Nielsen Catalina Solutions.

"Being able to anonymously match set-top viewing data in a privacy-compliant fashion is changing how advertisers plan and buy television media,” says Bill Feininger, president, MassiveData, a division of FourthWall Media. “Now, our viewership data and patent-pending matching technology is being used by product marketers to zero in on specific audience segments.”

In addition to other business pacts, FourthWall continues to make major deals with major agency groups, including one with WPP Group’s The Data Alliance, to jointly develop new TV audience measurement products utilizing data from set-top boxes.

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3 comments about "Nielsen Catalina, FourthWall Media Team For Set-Top Data".
  1. John Grono from GAP Research , August 18, 2014 at 6:34 p.m.
    "and over 90% of the U.S. online population (41 million)". Can that be right? Is the US online population REALLY only 45.6M?
  2. Ed Papazian from Media Dynamics , August 19, 2014 at 8:46 a.m.
    The press release does not actually say that Catalina's 90% coverage of online homes equals 41 million homes. Rather, it describes the 41 million homes as a "data set". I assume that this means that the 41 million homes are projected to represent 90% of the total online household population, which probably numbers something like 90+ million, depending on what definition you use.
  3. John Grono from GAP Research , August 19, 2014 at 9:12 a.m.
    Thanks for clearing that up Ed - your explanation makes sense now.