NEWS2 July 2012

Simulmedia agrees new licencing deals with Nielsen and GfK

Data analytics North America

US— Targeted advertising provider Simulmedia has arranged to license several of Nielsen and GfK MRI’s research products, including Nielsen’s national All Minute Respondent Level television ratings data and the Nielsen TV/GfK MRI Data Fusion.

Simulmedia plans to use the Nielsen TV/GfK MRI Data Fusion product in particular to grow its client base beyond promotional advertisers. The data allows for targeting of TV audiences based on viewers’ attitudes and product preferences, not just demographics.

Dave Morgan, Simulmedia’s founder and CEO (pictured), said: “This is the beginning of audience buying on TV and not just buying individual shows as proxies for people.”