Nielsen enters PR realm with Porter Novelli deal

NEW YORK: The search for the elusive measurement ’Holy Grail’ was joined by a mighty player last week when Nielsen Media Research agreed to share its audience and demographic data with Porter Novelli.

NEW YORK: The search for the elusive measurement ’Holy Grail’ was joined by a mighty player last week when Nielsen Media Research agreed to share its audience and demographic data with Porter Novelli.

NEW YORK: The search for the elusive measurement ’Holy Grail’ was

joined by a mighty player last week when Nielsen Media Research agreed

to share its audience and demographic data with Porter Novelli.



The arrangement, a non-exclusive one-year contract, is Nielsen’s first

with a PR agency. Until now, the company had only shared its research

with advertisers, ad agencies and others within the broadcasting food

chain.



’We didn’t understand the PR business,’ admitted Nielsen VP Clay

Herrick.



’We didn’t know how they would use our information.’



PN’s SVP and director of national media relations Belle Gauvry, however,

said the agency plans to use the information in much the same manner

that ad agencies do. ’It’s not just about how many people we’re

reaching, but also who we’re reaching.’



In theory, the concept is tantalizing. To date, measuring gross

impressions has been the rule.



But factoring socioeconomic data into the mix will allow PN and other

agencies who partner with Nielsen to determine whether they are reaching

their clients’ target audience. Firms with extensive consumer or

healthcare practices are among the most likely to benefit from such

affiliations.



For an agency such as PN - highly invested in youth marketing and

anti-tobacco efforts - the data might find the most effective placements

for clients wanting to reach the teen market. ’Getting cable

demographics is essential,’ Gauvry said. ’Teens don’t watch Dateline or

the local news.’



The incorporation of the Nielsen data will likely be a gradual one, both

for PN staffers and the firm’s clients. ’We’re not abandoning gross

impressions, but it’s certainly a different way of thinking,’ stressed

Mazur.



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