Nielsen Lights Sony's Fuse: Integrates TV, Online Ratings With Brand Data -- Magazines Are Next
In a move that has the potential to shift the way advertisers buy television and online advertising ads, the Nielsen Co. today will unveil the latest in an ongoing series of so-called "fusion" research products that integrate data from disparate media and brand research. The latest product, which was created for Sony Pictures Television, fuses audience ratings data from Nielsen's TV and online surveys with the product purchasing data from Nielsen's HomeScan panel to create a unified view of what TV programs and Web properties consumers use and what brands they buy.
