Download
HTML Embed
HTML EMBED
Click to Copy
Marketplace Morning Report

An artist in residence (she can afford)

Jun 24, 2019

Latest Episodes

Download
HTML Embed
HTML EMBED
Click to Copy
Marketplace Morning Report
Download
HTML Embed
HTML EMBED
Click to Copy
Marketplace Morning Report
Download
HTML Embed
HTML EMBED
Click to Copy
Marketplace Tech
Download
HTML Embed
HTML EMBED
Click to Copy
Make Me Smart with Kai and Molly
Download
HTML Embed
HTML EMBED
Click to Copy
Download
HTML Embed
HTML EMBED
Click to Copy
Marketplace Morning Report
Download
HTML Embed
HTML EMBED
Click to Copy
Marketplace Morning Report
Download
HTML Embed
HTML EMBED
Click to Copy
Marketplace Morning Report
Download
HTML Embed
HTML EMBED
Click to Copy
Download
HTML Embed
HTML EMBED
Click to Copy
Marketplace

Tracking ad consumption online and off

Jennifer Collins Mar 20, 2012
Share Now on:

Jeremy Hobson: When companies advertise on TV they can find out what kind of people are watching their ads. When they advertise on the Internet, they have even better technology to see who they’re reaching. But what if they want to find out if the same person is viewing the ads online and on TV?

Well the ratings company Nielsen is launching a new service that’ll do just that. Jennifer Collins reports.


Jennifer Collins: Online and TV ratings have long been available separately. But Tim Calkins, a marketing professor at Northwestern University, says advertisers want to know where their ad campaigns overlap. Take Dannon yogurt, for instance.

Tim Calkins: You know their challenge is they’re trying to reach a lot of people very quickly because they’re in a big fight with Chobani and a lot of the upstart Greek yogurts.

Nielsen’s new service could help Dannon determine if the same people who see its ads online see them on TV, or if the campaign is, in fact, expanding Dannon’s reach. Nielsen says it’s tracking online and TV viewership in 15,000 households.

Mark Lieberman is the CEO of TRA, another media tracking firm.

Mark Lieberman: This is definitely a step in the right direction. There’s no doubt it’s something the industry wants and needs.

He says Nielsen’s service could help advertisers figure out how to divide up their marketing budgets to reach the biggest audience.

I’m Jennifer Collins for Marketplace.

If you’re a member of your local public radio station, we thank you — because your support helps those stations keep programs like Marketplace on the air.  But for Marketplace to continue to grow, we need additional investment from those who care most about what we do: superfans like you.

Your donation — as little as $5 — helps us create more content that matters to you and your community, and to reach more people where they are – whether that’s radio, podcasts or online.

When you contribute directly to Marketplace, you become a partner in that mission: someone who understands that when we all get smarter, everybody wins.