Moving Beyond Demographics
The Nielsen TV/GfK MRI Data Fusion is based on data from two of the most widely respected studies in media and consumer research: Nielsen's National People Meter (NPM), the currency for TV audience measurement, and GfK MRI's Survey of the American Consumer, the gold standard for magazine audience measurement and insights into consumer behavior and motivations.
The Fusion available from GfK MRI is a monthly integration of 20,000+ live-plus-seven-day program ratings from Nielsen's National People Meter with thousands of data points from GfK MRI's Survey of the American Consumer. A second quarterly fusion in which Survey data is merged with a deeper amount of NPM data is also available through Nielsen.
How You Can Use the NPM-GfK MRI Fusion
- Move beyond demographics to target TV viewers by Survey measures such as: media choices, lifestyles and attitudes, and usage of almost 6,000 products in 550 categories.
- Mine the lifestyle and brand data for program development ideas, partnership opportunities or to build advertising prospects.
- Identify, qualify and locate best prospects and develop new ways to reach them.
- Plan and measure targeted cross-platform ad campaigns using the integrated database.
To learn more about Fusion, read our 2007 article in The Source titled, "The State of the Art of Fusion: from Theory to Practice."