Hallmark Channel and The Nielsen Company has announced that the family-friendly programmer has become the first cable television network to license The NielsenConnections Brand Target Audience products. These highly targeted products allow Hallmark Channel to document the impact of their programming against advertiser’s marketing targets, which will help media buyers and planners better target their client’s spending. Hallmark Channel is also the first Nielsen client to include magazines and retail in its cross-platform measurement.
NielsenConnnections’ Brand Target Audience: CPG and Brand Target Audience: Pharma products combine Nielsen’s Homescan Panel of 125,000 consumers who scan their product purchases – and is used by CPG manufacturers and CPG retailers in market strategy development – with Nielsen’s national television sample and its Nielsen Online Internet sample – the currencies of the media business.
“The Nielsen data will allow us to instantly show clients who is buying their products and watching Hallmark Channel. By providing advertisers with this targeted information, we help them realize the full economic value of their buying decisions and help them move beyond the traditional dependence on age/sex demos,” said Bill Abbott, Executive Vice President, Advertising Sales, Hallmark Channel. “Being able to more effectively reach their core customer base in this way is essential for advertisers and for the future growth of the media industry as a whole – especially during these challenging economic times.”
“The results of this study will clearly show the unique value of integrating media and consumer data to provide clients with truly comprehensive insights,” said Howard Shimmel, Nielsen Senior Vice President of Client Insights. “This new data enables Hallmark to not only better understand its highly valuable audience, but also to document its ability to deliver these influential consumers across all of its platforms.”
Nielsen will focus on three specific areas of measurement for Hallmark Channel: cross-platform reach, the spending power of homes using Homescan data and advertiser centric single-source ratings and metrics.
Second, Hallmark Channel will utilize Nielsen Homescan data, which tracks product purchases across consumer packaged goods, health and beauty aids and other key product categories, to document both the overall spending power of consumers, and to specifically address how brand loyalty differs for baby boomers – Hallmark Channel’s core audience – compared to younger households.
Third, Hallmark Channel will license NielsenConnections BTA products for the consumer products and pharmaceutical categories, which allow the evaluation of media data against the client’s key marketing targets as opposed to commonly used age and sex demographics.
In its first detailed study using these tools, Nielsen and Hallmark looked at the spending power and brand loyalty of baby boomer households for consumer packaged goods products, using Nielsen Homescan sales data.