TWC, Starcom Go National with Nielsen

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The Weather Channel and Starcom MediaVest Group were the first companies to sign up for new detailed audience data based on Nielsen Media Research’s national “People Meter” sample, officials said Thursday.

Both TWC and Starcom will have full access to Nielsen’s entire database of national viewing information, with commercial minutes identified. TWC will use this information as a value-added service for its clients.

“As one of the most impactful advertising environments, The Weather Channel is consistently looking for ways to innovate on behalf of its clients,” Paul Iaffaldano, executive vice president and general manager for TWC Media Solutions, said in a prepared statement.

“With direct-access to minute-by-minute data, we will be able to provide additional behavioral measures to quantify how advertising truly works within our environment,” he added.

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