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.