Nielsen's Q2 Place-Based Video Report Includes The Newborn Channel from The Wellness Network
NEW YORK, Oct. 17, 2013 /PRNewswire/ -- For the first time, The Newborn Channel has been added to Nielsen's Place-Based Video Network Audience Report (formerly known as the "Fourth Screen" Report), the only quarterly, multi-client syndicated audience report for digital place-based networks. The data, which measures audience exposures for video networks in out-of-home locations, offers agencies and networks an easier way to compare place-based advertising audiences to TV, Internet, and Mobile.
"The Newborn Channel has always delivered unparalleled coverage of the coveted women 18-34 demographic, so we were thrilled to see Nielsen validate our audience," said Suzanne Fleming, president of advertising sales for The Wellness Network. "The findings were particularly encouraging when compared to broadcast TV. For example and considering women 18-34 with kids under 3, an advertiser would need at least 4 primetime spots on any of the broadcast networks to garner the same audience size reached by a typical rotation on The Newborn Channel."
The report was assembled using Nielsen's integrated approach of combining traffic and transaction data with demographic and qualitative data. Traffic data was provided by a third party and modeled by Nielsen to produce gross exposures and an average minute audience for the network. This is the first time that Nielsen has included point of care media in its Place-Based Video Report, marking another milestone for the place-based video industry.
"The inclusion of point of care media in the latest Place-Based Video Report further validates the medium itself," said Paul Lindstrom, senior vice president, Nielsen On-Location. "Respecting HIPAA privacy laws was a priority in attempting to measure this space. The use of credible, third-party data allowed us to project our findings nationally to achieve the most accurate audience estimate possible for The Newborn Channel and its advertisers."
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