Sony Pictures Television (SPT)’s television and Internet properties reach households that account for $346 billion in annual spending for consumer packaged goods products, The Nielsen Company announced today in the first extensive analysis of media consumption and consumer behavior based on NielsenConnections’ Brand Target Audience: Consumer Packaged Goods product. This $346 billion covers 83.2% of the total market.
Nielsen found that the average household reached by SPT’s television or Internet properties at least once a month spends more than $3,700 on consumer packaged goods per year, seven percent higher than households not reached by their television or Internet properties. The average household that is exposed to both SPT’s television and Internet properties spends nearly $4,200 on consumer packaged goods, 20 percent higher than households not reached by these properties.
These findings are based on a new syndicated metric from NielsenConnect that links together Nielsen’s consumer Homescan panel, its National People Meter television panel and Nielsen Online’s NetView panel, in order to report how buyers of specific consumer products consume television and Internet content. By fusing these data together, Nielsen delivers insight into which television shows and websites are watched by advertisers’ marketing targets. This analysis enables SPT to supplement its traditional demographics-based measurement with metrics that help advertisers deliver highly targeted ad campaigns based on their core consumers’ media habits. The studio’s initial study, following Technologists (young, early tech adopters), was announced earlier this year.
“Through research like this, we are addressing advertisers’ requests for accountability and innovation by providing new and better metrics that are even more directly related to their businesses and customers,” said Amy Carney, president, advertiser sales, Sony Pictures Television. “Ultimately, we hope to create a better understanding of the true value of our properties and the ROI it provides clients.”
Sony Pictures Television is one of the television industry’s leading content providers. It produces and distributes programming in every genre,including series, telefilms, theatrical releases and family entertainment for network and cable television, as well as first-run and off-network series for syndication. With more than 25 programs on the air, SPT boasts a program slate that includes the top-rated daytime dramas and game shows,landmark off-network series, original animated series and critically acclaimed primetime dramas, comedies and telefilms.