SOURCE: Claritas

September 10, 2007 08:00 ET

Nielsen Signs Agreement With ESPN

The Sports Network Is First to License New Television Ratings Analytic Tool

NEW YORK, NY--(Marketwire - September 10, 2007) - In just over a month since unveiling a new consumer segmentation feature on its NPOWER television ratings analysis tool, The Nielsen Company announced today that ESPN Inc. became the first client to license the data. ESPN said that it would use audience segmentation data from PRIZM NE to offer better targeting for its advertisers.

Artie Bulgrin, Senior Vice President of Research & Sales Development at ESPN, said: "The ability to generate consumer segmentation profiles for ESPN viewers based on Nielsen audience data adds a new dimension for segmenting our audiences while providing a powerful linkage to external consumer data."

Bruce Wilkinson, Vice President of Claritas, Nielsen's consumer segmentation provider, added that ESPN has long understood the power of PRIZM NE (the consumer segmentation tool) to link disparate datasets, such as Nielsen National People Meter (NPM) and other syndicated data, or an advertiser's internal customer information. "Now that PRIZM NE is available in Nielsen's NPOWER platform, we look forward to helping ESPN implement this capability to serve its advertisers better," said Wilkinson.

Through PRIZM NE, Claritas classifies 66 segments of the U.S. population based on various socio-economic data, such as income, age, race, occupation, education and household composition, as well as lifestyle attributes that are critical to advertisers' marketing strategies, such as where they vacation, what they drive and their favorite brands. Using descriptive names Claritas has been a pioneer in this form of market research for over thirty years. Among others, the segments include:

--  Blue Blood Estates -- the nation's second-wealthiest group,
    characterized by the six-figure incomes earned by business executives,
    managers and professionals;
--  Young Digerati --  the nation's tech-savvy singles and couples living
    in fashionable neighborhoods on the urban fringe; and
--  Bohemian Mix -- a progressive mix of young singles and couples,
    students and professionals.

Combining the NPOWER and PRIZM NE services creates opportunities for clients to perform customized analysis of the viewing patterns of each of these 66 demographic segments.

About The Nielsen Company

The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. Claritas is the pre-eminent source of marketing information about people, households and businesses within any geographic area in the United States. For more information please visit: or

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