Sony Pictures Television’s TV and Internet properties reach households that account for $346 billion in annual spending for consumer packaged-goods products, according to Nielsen data released Monday.
That finding is the first extensive analysis of media consumption and consumer behavior based on NielsenConnections’ Brand Target Audience: Consumer Packaged Goods product. This $346 billion covers 83.2% of the total market.
Nielsen found that the average household reached by Sony Pictures TV’s television or Internet properties at least once a month spends more than $3,700 on consumer packaged goods a year, 7% higher than households not reached by their television or Internet properties. The average household that is exposed to both Sony Picture TV’s television and Internet properties spends nearly $4,200 on consumer packaged goods, 20% higher than households not reached by these properties.
These findings are based on a new syndicated metric from NielsenConnect that links together Nielsen’s consumer Homescan panel, its National People Meter television panel and Nielsen Online’s NetView panel, in order to report how buyers of specific consumer products consume television and Internet content.
By fusing these data together, Nielsen is trying to deliver insight into which television shows and web sites are watched by advertisers’ marketing targets. This analysis enables Sony Pictures TV to supplement its traditional demographics-based measurement with metrics that help advertisers deliver highly targeted ad campaigns based on their core consumers’ media habits.
"Through research like this, we are addressing advertisers' requests for accountability and innovation by providing new and better metrics that are even more directly related to their businesses and customers," said Amy Carney, president, advertiser sales, Sony Pictures Television. "Ultimately, we hope to create a better understanding of the true value of our properties and the ROI it provides clients."
Sony Pictures TV produces and distributes programming in every genre, and also owns one-half of cable channel GSN and is a partner in FEARnet, the horror/thriller web site and on-demand service.