The station group will use Rhiza’s web-based, buyer-level data to accelerate local ad sales.
Today, Nielsen (NYSE: NLSN) announced that Hearst Television has licensed the latest version of Nielsen Rhiza, Nielsen’s web-based, media sales and planning platform, for use at select Hearst stations. This licensing agreement, Hearst says, will give it an “intuitive, user-friendly tool that reveals rich buyer-level information about their local markets and consumers.”
“In today’s competitive media landscape, powerful yet easy-to-use tools are helpful for Hearst stations, in order to demonstrate to advertisers the strength of their linear broadcast and digital platforms and their ability to reach precise consumer audiences,” said Kevin Stuart, VP of research for Hearst Television. “Rhiza will enable our sales and research teams to provide insights in an efficient, visual way and to illustrate our audience reach and targeted sales capabilities.”
“Clients continue to ask us for smarter, faster and better data that can help them uncover new audiences and make their local advertising selling process more efficient,” said Jeff Wender, managing director, Nielsen Local Client Solutions. “We are excited to offer Hearst and all of our clients innovative datasets that are customizable and can deliver integrated marketing and sales insights in minutes. We are confident that Rhiza will help Hearst close more advertising business faster.”
Rhiza, which uses data sets from Nielsen and best-in-class third-party data providers, is designed to make it easier for media buyers and sellers to identify current and new consumer segments by location and demographics. Rhiza includes local buying preference data from Nielsen Scarborough, Polk automotive statistical data from IHS Markit, and retail store location data, across all local TV markets. Additionally, Rhiza includes Nielsen’s currency Local TV ratings, as well as offers advertising spend data using Nielsen AdIntel.
With these data sources, Nielsen said, Rhiza lets clients “produce deep insights about customer segments, media consumption, purchasing trends and the competitive landscape, all presented in an engaging and dynamic digital dashboard. Rhiza brings its unique mapping capabilities, allowing Hearst the ability to visually tell a compelling story such as ‘where specific brands are most popular’ or ‘how many prospective customers live near specific business locations.’ ”