SOURCE: Claritas Inc.

October 03, 2005 08:00 ET

Claritas Introduces PRIZM TV Profiles

New Product Brings Together Data From the PRIZM NE Lifestyle Segmentation System With Nielsen Media Research's TV Ratings Data

SAN DIEGO, CA -- (MARKET WIRE) -- October 3, 2005 -- Claritas Inc., the premier provider of intelligent marketing information and target marketing services, announced today the introduction of PRIZM TV Profiles, a new information product that combines data from the PRIZM NE® lifestyle segmentation system with the Nielsen Media Research television ratings to create a wide-ranging set of profiles on viewing behavior by PRIZM segment.

"This new product brings together data from two sources that are considered the gold standard within their respective areas of market research -- PRIZM NE and Nielsen's TV ratings," said Claritas President and CEO Robert A. Nascenzi. "PRIZM TV Profiles will greatly assist companies in reaching customers and prospects by identifying their viewing preferences such as, which shows they watch, which networks they prefer, and what time of day they are watching," he added.

PRIZM NE categorizes the population into 66 segments and ranks them on a socio-economic level, with each segment described by a "catchy" name that captures the makeup of that segment population -- names such as Blue Blood Estates, Young Digerati and Bohemian Mix. The system combines household-level coding and geographic-level coding to provide the same segment schema at both levels.

Nascenzi said the profiles are based on the Nielsen's National People Meter service, a nationally representative survey that electronically measures the viewership of TV audiences. "As a result, the respondent data and resulting profiles measure behavior on a national level," he said.

Among the product features are profile categories that provide viewing behavior for:

PRIZM TV Profiles

--  Cable Networks
--  Cable Programs
--  Network Programs
--  Syndicated Programs
--  Dayparts
--  Program Types
    
Additionally, the profiles measure behavior at a series of five age and gender breaks. They include:
--  Total Viewers (Age 2-plus)
--  Adult Viewers (Age 18-plus)
--  Adult Males (Age 18-plus)
--  Adult Females (Age 18-plus)
--  Viewing Households
    
The profiles also reflect a threshold of heavy viewership in order to improve the variance of the profiles among the different PRIZM NE segments, while conserving a statistical level of stability, said Nascenzi.

"By using these profiles, one can not only identify those who watch a particular show, but those who watch it regularly," he said.

About Claritas

Since 1971, San Diego-based Claritas has been the pre-eminent source of accurate, up-to-date marketing information about people, households and businesses within any geographic area in the United States. Its target marketing services are aimed at reducing the cost of customer acquisition and growing customer value. Claritas offers industry-leading consumer segmentation systems, consulting services and software applications for site analysis, advertising sales and customer targeting. Claritas is a division of VNU, a world-leading information and media company that includes ACNielsen, Nielsen Media Research, Spectra Marketing Systems and Scarborough Research, among others. To learn more about Claritas and VNU products and services visit their web sites at www.claritas.com and www.VNU.com.

Contact Information

  • Contact:
    Stephen F. Moore
    Claritas Inc.
    (858) 677-9634
    Email Contact