Hallmark Signs Nielsen to Track Cross-Platform Reach, Viewer Buying Habits

Dec 10, 2008  •  Post A Comment

Hallmark Channel announced that it has become the first cable network to license the NielsenConnections Brand Target Audience Products, which track how many viewers are buying particular products.
Hallmark also is the first to buy cross-platform measurement from Nielsen that includes magazines and retail exposure.
“The Nielsen data will allow us to instantly show clients who is buying their products and watching Hallmark Channel,” said Bill Abbott, executive VP for advertising sales at the cable channel. “By providing advertisers with this targeted information, we help them realize the full economic value of their buying decisions and help them move beyond the traditional dependence on age/sex demos.”
Nielsen will focus on three specific areas of measurement for Hallmark Channel: cross-platform reach; the spending power of homes using Homescan data; and advertiser-centric single-source ratings and metrics.
“This new data enables Hallmark to not only better understand its highly valuable audience, but also to document its ability to deliver these influential consumers across all of its platforms,” said Howard Shimmel, senior VP of client insights at Nielsen.

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