MRI-Simmons, the dominant source for consumer media, lifestyle and product usage data used for media planning on Madison Avenue, has struck a deal with TV set-top data analytics firm FourthWall Media to provide enhanced audience profiles for advanced TV campaigns.
The companies described the method as a “household matching tool” that will enable advertisers and agencies to create MRI-Simmons audience segments for targeted TV campaigns down to the TV household level.
As a result, marketers will be able to create far more customized audience profiles for both linear and addressable TV campaigns.
Very good move. I've been pointing out for years that MRI and/or Simmons data can provide advertisers not only with indices of product and individual brand uasge for hundreds of TV shows, cable channels, magazines, radio formats websites, etc, but added to this they can define the mindset of these audiences --such as are they price conscious, worried about the ecology, do they have health concerns, are they into style or fashion, are they heavy breakfast eaters, are they on a diet, etc. etc. in ways that are not available at scale by simply tracking visits to websites.