Nielsen Now Tracks (Almost) Everything You Buy
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Nielsen is going beyond trying to track everything you watch to tracking everything you buy — adding data from what an executive said is “virtually all” credit and debit-card purchases plus bank statements, including online bill payments and paper checks, to what it already gets from food and drugstore purchases.
Nielsen is anonymously matching all that data through an undisclosed third party to members of its TV ratings panel, an executive of the company told Advertising Age, and plans to expand such matching to online and other measurement services. Linking TV audiences to their purchases has been available to packaged-goods marketers for a few years through Nielsen Catalina Solutions and elsewhere based on data from retailer loyalty programs. But Nielsen’s broader data set opens the capability to telecom, restaurant, travel, entertainment, financial services and virtually all retail advertisers.
That represents 37 billion transactions, $4 trillion in sales and $10 billion in ad spending annually, said Nada Bradbury, senior VP-global product leader of Nielsen Buyer Insights, in a presentation Tuesday at the Advertising Research Foundation Re:think 2013 Conference in New York.
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