Nielsen Adds Local NMI In 19 More Markets

Local Nielsen Media Impact (Local NMI), a solution that provides local media planning and cross-channel optimization across local TV and radio, is expanding to include 19 additional markets.

Local NMI enables agencies, advertisers and media sellers to plan media for advance audience segments in 44 DMAs (inclusive of all 48 PPM metros) representing 25 local people meter and now 19 TV set meter markets. These 19 new markets will be available to clients beginning the week of May 20.

Local Nielsen Media Impact is built with respondent-level data to allow in-depth cross-platform analyses for both local TV and radio separately, as well as TV and radio together. According to Nielsen, “combined with Nielsen Scarborough local consumer insights, these combinations of TV, radio plus Scarborough provide cross-media optimization at an individual-person level and enable granular advanced audience segmentation.”

Jay Nielsen, SVP of product leadership, said: “The addition of more markets to Local Nielsen Media Impact gives greater levels of precision to buyers and sellers looking to plan and execute more efficient media transactions in local markets. Local NMI unlocks access to new insights on media allocation and schedule optimization to better reach a variety of audiences across media vehicles.”

As audience-based media buying evolves across platforms, Nielsen said it is “leveraging the unique power of Scarborough, true in-market local data, to analyze advanced audience segments including behavioral, attitudinal, and cross-platform media behavior attributes. Local Nielsen Media Impact drives improved delivery for advertising campaigns and greatly simplifies the planning process on a local level across TV and radio with more media types to come in the future.”