The segments include brand preferences, retail insights, buying behaviours and lifestyles of consumers, to help advertisers plan and optimise campaigns beyond age and gender.

Nielsen Scarborough is a nationally representative survey of more than 2,000 buyer categories and consumer behaviour while NMI uses Nielsen’s Total Media Fusion National dataset, which incorporates media use from TV, subscription video on-demand (SVOD), video on-demand (VOD), TV-connected device, radio, digital, magazine, cinema and digital place-based media.

Jay Nielsen, senior vice-president, global planning, Nielsen, said: "Adding Scarborough’s advanced audience segments into our national version of NMI enables greater levels of precision to buyers and sellers looking to plan and execute more efficient media transactions against the consumer they care most about."