NEWS5 February 2016
US – Global market research company Nielsen has reached an agreement with US ad agency RPA to license its Local Buyer Reach service connecting TV viewing with consumer buying behaviours.
Local Buyer Reach connects Nielsen’s local television ratings with consumer transaction, auto registration and its Scarborough local consumer insights to provide a broad view of local TV viewers’ consumption habits.
RPA will use Local Buyer Reach to strengthen its media buying and planning.
Claire Browne, vice president, director of media insights, research and accountability, RPA said: "Maximising the ROI on our client’s advertising budgets is very important to our agency. Using Nielsen’s Local Buyer Reach, we will be able to enhance our television planning and buying to ensure we deliver more consumers who are ready to buy our client’s products and services."
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