NEWS25 June 2012
CHINA— Nielsen is introducing its TV Brand Effect ad response service in Asia and Europe, beginning with rollouts in China and Germany, with other markets to follow later this year.
TV Brand Effect is already in use in the US and UK. It surveys viewers who have had an opportunity to see a particular advert to test brand and message recall, likeability and purchase intent, among other metrics.
Nielsen’s Randall Beard (pictured), global head of advertisers solutions, said: “Quality measurement brings monetisation, and marketplaces in Europe and Asia are ripe for comprehensive measurement solutions.”
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