Hallmark Channel Boosts CPG Ad ROI with Analytics
Crown Media Family Networks, home of Hallmark Channel and Hallmark Movie Channel, is acquiring a license from Nielsen Catalina Solutions for the analytical data needed to put its consumer packaged goods advertising in front of the most “buyer-rich” audiences based on actual retail purchases.
The agreement specifically enables Hallmark Channel and Hallmark Movie Channel to become two of the first cable networks to take advantage of Nielsen Catalina Solutions’ CPG Buyer Segments, a syndicated offering that provides purchaser-based segments on more than 2,300 categories and brands.
Hallmark will use the new capability, CPG Buyer Segments, in the 2013/14 upfront television negotiations to improve the fit of its television inventory to advertisers’ purchaser-defined segments based goals. The analytics are expected to enable the family friendly network the capability to improve CPG advertisers’ return on their ad spend by selecting programs that have audiences with a higher composition of purchasers.
“Nielsen Catalina Solutions’ data enables us to demonstrate a strong ROI to CPG marketers who invest in Hallmark Channel and Hallmark Movie Channel,” says Ed Georger, executive vice president, advertising sales, Crown Media Family Networks and general manager, Hallmark Movie Channel. “As a complement to traditional Nielsen ratings, our collaboration with Nielsen Catalina Solutions will provide a direct measurement of product usage, greatly enhancing our brand’s value proposition in the marketplace."
The CPG Buyer Segments can be accessed via Nielsen NPOWER, through the newly launched AdVantics On Demand software from Nielsen Catalina Solutions, and third-party software tools. NPOWER is a web-based research tool accessible from the Nielsen Answers portal, offering opportunities for detailed analysis of television audience information.
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The agreement specifically enables Hallmark Channel and Hallmark Movie Channel to become two of the first cable networks to take advantage of Nielsen Catalina Solutions’ CPG Buyer Segments, a syndicated offering that provides purchaser-based segments on more than 2,300 categories and brands.
Hallmark will use the new capability, CPG Buyer Segments, in the 2013/14 upfront television negotiations to improve the fit of its television inventory to advertisers’ purchaser-defined segments based goals. The analytics are expected to enable the family friendly network the capability to improve CPG advertisers’ return on their ad spend by selecting programs that have audiences with a higher composition of purchasers.
“Nielsen Catalina Solutions’ data enables us to demonstrate a strong ROI to CPG marketers who invest in Hallmark Channel and Hallmark Movie Channel,” says Ed Georger, executive vice president, advertising sales, Crown Media Family Networks and general manager, Hallmark Movie Channel. “As a complement to traditional Nielsen ratings, our collaboration with Nielsen Catalina Solutions will provide a direct measurement of product usage, greatly enhancing our brand’s value proposition in the marketplace."
The CPG Buyer Segments can be accessed via Nielsen NPOWER, through the newly launched AdVantics On Demand software from Nielsen Catalina Solutions, and third-party software tools. NPOWER is a web-based research tool accessible from the Nielsen Answers portal, offering opportunities for detailed analysis of television audience information.
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