Nat Geo Strikes a Data Deal

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Washington -- National Geographic Channel has signed an agreement with Simmons Market Research Bureau to supply it with local market consumer data.

The contract calls for SimmonsLOCAL to provide the network with in-depth information on local media and purchasing behavior in each of the nation’s 210 DMAs.
NGC officials said they’ll offer the data to cable operators to provide insights into their subscribers and prospective customers.
Launched last year, SimmonsLOCAL features market-by-market research detailing consumer lifestyles, media usage, attitudes and product purchases of over 8,000 brands.
Unlike other local market services, SimmonsLOCAL offers clients a range of research benefits, including:

  • TV program-specific viewer information for targeted media buys
  • detailed media usage patterns into print, broadcast, cable, Internet and yellow pages
  • mapping capabilities at the DMA, county, sales zone, headend and zip code levels and
  • custom geographies for marketing campaigns geared to specific consumer segments.

“We’re delighted to have SimmonsLOCAL as one of our tools to better understand consumers in local TV markets,” said Brad Dancer, vice president of research at NGC. “SimmonsLOCAL gives us the ability to display the value of our growing audience down to the zip-code level. This is an extremely valuable resource to help our affiliated cable operators profile their viewers for local ad sales.”