Advertisers looking for the biggest return on their investment should take a closer look at purchasing inventory on sitcoms, according to new research from CBS and Nielsen Catalina. The conclusion: Ads that appeared in sitcoms had the highest ROI followed by variety shows. Overall, high-rated primetime shows give brands’ advertising a context that yields the highest ROI results.
Nielsen Catalina Solutions has announced an agreement with FourthWall Media, an independent source of cable set-top box data. With access to FourthWall Media’s anonymous TV viewing data, Nielsen Catalina Solutions will expand the size of its single-source dataset for consumer packaged goods marketers.
Two years ago, Nielsen Co. combined its media data expertise with Catalina Marketing’s research into shopper behavior to form Nielsen Catalina Solutions. The combined entity¹s first offering was a service measuring TV industry return on investment. Now, mobile ad company 4INFO said it is combining Nielsen Catalina’s tracking of shopping purchases from 60 million households with its own tracking data from over 70 million unique mobile users.