Nielsen launches local media planning tool

The service uses advanced audience segments from Nielsen Scarborough to inform users of cross-media reach, frequency and duplication at a local level.

Advertisers, agencies and media owners can use the tool to reach audiences in the 25 designated market areas using Nielsen’s US Local People Meter methodology.

It can be used to conduct analyses for both local TV and radio separately, or TV and radio together, offering granular audience segmentation, according to Nielsen.

Jay Nielsen, vice-president of product leadership at Nielsen, said: "Local Nielsen Media Impact enables effective decision-making about where and when to engage audiences with content and advertising on local levels.

"This local solution unlocks access to new insights on media allocation and schedule optimisation to better reach a cross platform-based audience."