Nielsen Improves Voter Ratings Service

Today, Nielsen debuted an enhanced cross-platform version of its syndicated solution, Nielsen Voter Ratings, which lets media buyers and sellers “more effectively reach and understand media preferences of potential voters.”

Rooted in national and local TV, audio, and digital currency data, and leveraging the power of nationwide voter registration data, Nielsen Voter Ratings combines advanced meter technology, big data, people-powered panels and voter registration data to provide persons-level, monthly voter-based insights.

Nielsen says its Voter Ratings features two major enhancements:

• First, the expansion of Voter Ratings for code reader and RPD+ markets. This extends the Voter Ratings solution to all 208 TV markets, leveraging innovative technology and the same kind of big data that fuels Nielsen’s Local Television measurement
• Second, the availability of Voter Targets in Local Nielsen Media Impact to fuel cross media planning and optimization for political advertising by voter segment

To reach persuadable voters, candidates must develop a media plan that will effectively reach a robust set of key voter segments, including Democrat, Republican, independent or unaffiliated, before they cast their ballots. This enhancement delivers metrics that Nielsen says are built on a currency foundation and are representative of how and what content voters are actually consuming.

“We’re so excited to offer this enhanced solution that will give insights into voters’ media preferences and behaviors,” said Peter Bradbury, Nielsen executive vice president, media. “Nielsen Voter Ratings integrates our TV and audio panels with voter registration data to offer voter segments unique to Nielsen, a potential game changer in today’s dynamic political climate. With the presidential primaries beginning in February, this timely solution will facilitate the ability to reach custom segments of key voters.”

With the expansion of Local TV Voter Ratings to include code reader and RPD+ markets, key differentiators for Nielsen Voter Ratings feature the currency foundation, scale, coverage and representation of all voter and viewer types including broadcast only and over-the-top homes, an important segment of the viewing population. This solution, Nielsen says, “lets clients uncover unique programs, networks, stations, and digital properties to reach key voter audiences.”

The Nielsen Political portfolio includes National TV Voter Ratings, as well as local TV, and audio voter ratings, combined with political insights from Nielsen Scarborough to inform cross platform planning and buying for outdoor, TV, radio, digital, direct mail, print and local events.