• by Erik Sass  @eriksass1, October 16, 2014

Nielsen Catalina announce a deal with Crossix Solutions, which specializes in healthcare marketing analytics, intended to help pharmaceutical marketers craft more targeted TV ad campaigns.

The collaborative effort -- called AdVantics Rx -- combines Nielsen Catalina’s TV viewer data, including demographic and geographic criteria, with models based on Crossix’s anonymous prescription purchase data across dozens of pharma segments. The goal is to uncover TV audiences most likely to purchase prescription remedies, as well as the most effective TV programs to deliver advertising to them. It then aims to measure the impact of pharma advertising with actual retail sales data.

Nielsen Catalina Solutions CEO Mike Nazzaro, CEO stated: “We are excited to bring our proven CPG solutions to the Rx advertising industry. This will help drive more efficiency, effectiveness and accountability in TV spending and provide a win-win scenario for networks and advertisers.”

This isn’t NCS’ first data-sharing deal. In August, NCS announced a deal with FourthWall Media, an independent provider of anonymous set-top box viewing data, giving it access to information on viewing behaviors from FourthWall’s MassiveData division.

On the client side, NCS has announced a series of wins in recent weeks. Earlier this week, Simulmedia struck a deal to license Nielsen Catalina Solutions’ (NCS) data to help consumer packaged goods marketers target their TV advertising buys based on actual consumer product purchasing data.

Last month, Starcom MediaVest Group struck a similar deal to integrate NCS data into its TV planning and buying system on behalf of advertising clients, including Kellogg and Kraft.