Nielsen (NYSE: NLSN) and Crown Media Family Networks, owner and operator of Hallmark Channel and Hallmark Movies & Mysteries, announced today an expanded relationship that will provide enhanced value and improved return on investment to advertisers through new services. The additional service licenses include N-Score, Nielsen Buyer Insights (NBI) and Nielsen Catalina Solutions' (NCS') AdVantics Rx, powered by Crossix. These new capabilities enable Crown Media to provide agency and advertising clients with greater insights into their audience and deliver a value proposition that turns viewing data into revenue metrics.
"We are constantly collaborating with Nielsen to identify new opportunities that optimize value for our clients and help them more efficiently reach their target audience," said Ed Georger, EVP, Ad Sales & Digital Media, Crown Media Family Networks. "These cutting-edge new services set us apart in the marketplace, and we look forward to putting them to work for our advertising partners."
The close relationship between Crown Media and Nielsen allow them to effectively and efficiently identify growth opportunities and help advertisers take advantage of more sophisticated datasets that reach the most lucrative consumers. The addition of N-Score, NBI and NCS's AdVantics Rx, powered by Crossix will allow Hallmark Channel to leverage Nielsen's reach, resonance and reaction services to better sell their commercial ad inventory.
N-Score, which provides celebrity fanship based on awareness and likeability scores, will enable Crown Media to make more strategic and informed casting and program development decisions. The talent analytics solution leverages Nielsen's consumer insights panel and industry-leading segmentation system, providing the programmer with a full understanding of the monetary value of their personalities and how they attract audiences and possible sponsors.
Demonstrating the sales potential of a network or program audience can lead to increased ad spend by marketers. With NBI providing a single source database linking what people watch and what they buy, Hallmark Channel can help advertisers add precision and focus to their reach efforts. Additionally, Hallmark Channel will be able to demonstrate its value in connecting with an advertiser's most valuable consumers. The dataset facilitates the planning process and measures an ad's effectiveness based on incremental sales driven.
For nearly three years, Crown Media has worked with Nielsen Catalina Solutions and The Cambridge Group, a Nielsen company, to help consumer packaged goods (CPG) marketers identify the most effective TV properties for advertising and to measure incremental sales with actual retail data. With their adoption of NCS' AdVantics Rx, powered by Crossix, Hallmark Channel will extend the work it has previously done with CPG marketers to pharma advertisers. The combined data from NCS and The Cambridge Group augments Hallmark Channel's ability to showcase their properties' ability to attract viewers who are likely to purchase pharma products, pinpoint its clients' most loyal consumers and ensure they maximize their ad buys by looking beyond traditional demographic breaks.
"Understanding our clients' key sales drivers allows us to offer industry-leading solutions that facilitate the selling of their commercial inventory. This addition of N-Score, NBI and NCS' AdVantics Rx to Hallmark Channel's existing suite of Nielsen products will allow them to better demonstrate the sales potential of their viewers to marketers," said Peter Bradbury, Managing Director, National Television Solutions, Nielsen. "We deeply value the relationship that exists between Crown Media Family Networks, The Cambridge Group and Nielsen, and we look forward to continuing to help Crown Media meet and exceed their business growth strategy."
About Crown Media Family Networks
Crown Media Family Networks is the umbrella unit of Crown Media Holdings Inc. housing cable's leading family friendly networks, Hallmark Channel and Hallmark Movies & Mysteries, as well as their corresponding digital extensions HallmarkChannel.com and HallmarkMoviesandMysteries.com. The company operates and distributes both channels in high definition (HD) and standard definition (SD) with Hallmark Channel available to 90 million subscribers and Hallmark Movies & Mysteries in 64 million homes in the United States. Hallmark Channel features an ambitious slate of original content, including movies; scripted series, such as When Calls the Heart, and Good Witch; annual specials like Hero Dog Awards and Kitten Bowl; world premieres of Hallmark Hall of Fame presentations, and a daily 2-hour lifestyle show, Home & Family. Hallmark Channel is also home to annual holiday franchise, Countdown to Christmas, featuring a lineup of 24/7 holiday programming. Rounding out the networks' lineup are television's most beloved sitcoms and series, including The Golden Girls, The Middle, Little House on the Prairie, and Frasier. Hallmark Movies & Mysteries is a 24-hour digital cable network featuring a unique mix of original movies and acquired series focused on the lighter side of the suspense and mystery genres. The network also features its own annual holiday programming franchise, the Most Wonderful Movies of Christmas, as well as presentations from the award-winning Hallmark Hall of Fame library. For more information, please visit www.crownmediapress.com, Hallmark Channel on Social Media: Facebook, Twitter, Pinterest, YouTube, Hallmark Movies & Mysteries on Social Media: Facebook, Twitter.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen's Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry's only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world's population. For more information, visit www.nielsen.com.
Source : prnewswire.com