New Web Portal Connecting Journalists and the Industry with Politically Themed Data and Insights about Candidates and Consumers
New York – March 17, 2015 – Today, Nielsen (NYSE: NLSN) launches its first-ever Election Central website for media and political influencers. This interactive space on Nielsen.com will be a repository of Nielsen’s political media data, providing the industry with a much-needed yardstick on everything from individual candidate’s earned media reach, digital audience reach and voter segments from markets within key battleground states.
Election Central is fueled with data points from Nielsen Political Solutions, a variety of syndicated and custom products that deliver unique data across multiple platforms, including television, digital, radio and social media. Nielsen Political Solutions help advertisers plan, activate and measure marketing activity by leveraging our gold-standard data sets, measurement capabilities, prominent surveys and digital solutions.
Initial insights within Election Central found that during the first three quarters of 2015, 282,215 political television advertisement were sold, representing a 35% increase over the comparable three quarters in 2011. Radio spot advertisement buys saw an even more dramatic increase from 2011 to 2015. Through third-quarter 2015, nearly 85,000 political radio ads have graced the airwaves, more than doubling from the same period in 2011 when 40,419 political radio ads aired.
“Political campaigns today are more intense and competitive than ever,” says Joseph Fortson, vice president, federal government affairs, Nielsen.
“Starting with primaries between well-financed opponents, campaigns can no longer reach voters in one mass media push—they have to think about local television and radio spending, online and digital reach and even look beyond typical age demographics. Nielsen’s industry-proven products and currency-level insights can be used to help these campaigns understand potential voters in order to increase awareness, drive voter turnout and even attract volunteers and donors—all while maximizing their budget,” Fortson adds.
As the political races of 2016 progress, so too will Nielsen’s Election Central media site. The site will be routinely updated with new and fresh data sets—from book sales to social media—in order to allow users to glean the most current insights.
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.