Commentary

Nielsen, GWI Unveil Fused Data Product Representing 250M Americans

Even as it transitions its core audience measurement service from its legacy panel to a "Big Data-plus" one, Nielsen this morning announced a new product fusing its national TV audience panel with GWI's (Global Web Index) massive digital consumer research panel.

It's hard to understand if the the new service, …

4 comments about "Nielsen, GWI Unveil Fused Data Product Representing 250M Americans".
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  1. Ed Papazian from Media Dynamics Inc, October 31, 2023 at 10:50 a.m.

    Sounds like they are taking a survey that askes respondents about their mindsets, attitudes, product usage, media usage, etc. and statistically mashing the findings on to Nielsen's people meter panel findings by a statistical simulation process. You could do the same thing with the MRI/Simmons data base. The questions remain---how accurate are the findings and how do you determine reach or duplication patterns across platforms if you don't have relaible information on individual programs, website pages, etc.  where the ads appear?

  2. Joshua Chasin from KnotSimpler replied, October 31, 2023 at 12:28 p.m.

    Indeed there's been a Nielsen/MRI fusion for ages (I assume it still exists.) This looks like another one of those. I'm guessing that "representing 250MM people" means, GWI is an 18+ survey that is projectable to the 18+ US population, whoich is about 250MM.

  3. Jack Wakshlag from Media Strategy, Research & Analytics, October 31, 2023 at 1:22 p.m.

    Pete Doe at Nielsen knows Fusion better than anyone in the business. Helen Katz is one of the few remaining great research minds at an ad agency. If they stand behind it, it's a solid product. In addition, they can also explain how to do it in a way we can all understand.  Congrats to them. 

  4. John Grono from GAP Research, November 21, 2023 at 7:40 p.m.

    Agreed Jack.   And Josh, you are probably correct.

    One of my concerns of v. large 'panels' is how recent is the data.   If you are focussing on recent trends etc. a mass of that data is pretty much irrelevant.

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