NEW YORK: The Nielsen Company has launched a pop culture Web site to bolster its brand recognition among younger consumers.
The site lets users post comments and feedback about TV shows, movies, and other media, which Nielsen will provide to entertainment industry players. It also gives the public a chance to interact with Nielsen other than through its ratings program.
"We need that younger demographic to know [what] Nielsen is, and hopefully in a positive way," said Karen Watson, SVP of communications at Nielsen and executive sponsor for the new site. "Hey! Nielsen" launched in beta mode on September 24.
"[We wanted] some identity with the people who we are going to be recruiting for other Nielsen panels. This is the first way in which we're going out directly to the consumer," she said.
Outreach efforts for the site include blogger relations, social media networking, viral marketing, and trade press outreach. Nielsen is positioning the site as a platform for the public to reach out to the entertainment industry and as a way for people to become insider sources.
Nielsen plans to eventually expand site content to other areas, like consumer packaged goods and retail outlets, Watson added. The content will be also be quantified and used for market research - a feature Nielsen is promoting internally to its clients.
"We have every major media and major marketing client in the industry, so we think the information that can be gleaned from looking at how users are talking about things on the site will [add] the information we give them in other data sources," Watson noted.
"Our clients are very much interested in that demographic," she said. "Everyone wants to know how the 18- to 34-year-old demographic consumes media - and it changes so rapidly."