media view (cmv) consumer...promotions marketing brand cross-platform consumer insights media...

1Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.At Nielsen, data drives everything we do—even art. That’s why we used real data to create this image.Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

ACTIONABLE INSIGHTS ON DEMAND.

2020 INFORMATION KIT

CONSUMER & MEDIA VIEW (CMV)

2Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

CONTENTSTHE POWER OF ACTIONABLE INSIGHTS...….….…3

CMV EVERYWHERE….………………………..….....….4

METHODOLOGY….…………………………....….....….5

NIELSEN CMV BRINGS YOUR CONSUMER TO LIFE……………………….………..….6

CMV ENABLES PUBLISHERS TO…..……………..….7

CMV ENABLES AGENCIES TO…………..…..….........8

CMV ENABLES ADVERTISERS TO…………..….…...9

CMV ENABLES RETAILERS TO……………….…….10

CMV ENABLES SPORTS BODIES TO……………….11

FLEXIBLE ACCESS TO DATA…….…………….……12

SURVEY DELIVERY SCHEDULE……………….……13

THE NIELSEN CMV TEAM……………………...…….14

YOUR SUPPORT AND RESOURCES……………….15


Understand the many facets of Australia's ever-changing consumers with Nielsen's powerful Consumer & Media View (CMV) solution. CMV provides a wide range of demographic and lifestyle data, detailed information on purchasing behaviours and attitudes, and extensive reporting and comparisons on media habits. Marketers and planners can use this to define highly-specific audience segments, and discover valuable and actionable insights to leverage in marketing and advertising planning. With all this in one place, CMV has everything you need to succeed in brand, advertising and marketing strategies.

For over 20 years, Nielsen’s CMV has surveyed consumers across Australia capturing an array of insights that help businesses tackle marketing and media challenges. Whether you are involved in the planning, buying or selling of advertising, or are responsible for brand strategy, Nielsen CMV insights provide the power to create effective marketing strategies and, ultimately, achieve strong business and marketing goals.

Measuring 22,000 consumers annually, CMV provides detailed insights into the media habits, attitudes, lifestyle, product ownership and purchase intentions of Australian audiences. CMV also incorporates both our own segments and market traded Third party segments as required.

Nielsen has a rich history of fusing official media currencies with CMV. Some of the existing currency fusions include a metro database with OzTAM TV Ratings, CRA Radio Ratings and IAB endorsed Nielsen Digital Ratings, a regional database including Regional TV Ratings, as well as a national digital database including the IAB endorsed Nielsen Digital Ratings. We have also expanded the market offering, adding CMV to TRW’s emma print readership data.

THE POWER OF ACTIONABLE INSIGHTS

ENHANCED BY FUSION

CONSUMER & MEDIA VIEW

FUSION

Demographics, lifestyle, interests, activities, product usage and purchasing, media channel consumption, Print Readership, Pay TV, Cinema, Outdoor, Catalogues

FUSION FUSION

Television Radio Online Print

OzTAM GFK Nielsen Digital emma

CONSUMER & MEDIA VIEW:TARGETED INSIGHTS FROM 20 MILLION CONSUMERS 14+ACROSS AUSTRALIA

FUSION


CONSUMER & MEDIA VIEW

(ENDORSED BY IAB,

OWNED BY NIELSEN)

RDA GEOTRIBES

GeoCMV

NIELSENMARKETING

CLOUD

EXPERIANMOSAIC

FANLINKS

DIGITAL

(OWNEDBY OZTAM)

METRORADIO(OWNEDBY CRA)

PRINT(OWNEDBY TRW)

METRO TV

AN END-TO-END TOOLAcross Australia, consumer behaviours are changing rapidly. You need to know who your consumer is, their unique behaviours and what motivates them. CMV’s consumer insights provide the detailed knowledge needed to understand today’s evolving consumers, no matter the industry or market.

APPLY INSIGHTS ACROSS YOUR BUSINESS

INNOVATION

PROMOTIONS MARKETING BRAND CROSS-PLATFORM

CONSUMERINSIGHTS

SPONSORSHIPMEDIA

MORE THAN JUST A DATABASECMV is a versatile source of information that supports practical data driven decision making.

CMV EVERYWHERE

CONNECTEDPartner with, and expandrelevant datasets

USEFULFocused on driving decisions that optimise marketing investment

MODULARFlexible structures to import and export partner data

CreativeMessage

Development

Marketing &Communications

Media Strategy/Planning

Media Buying &Activation

Consumer Profiling/Insights

& Analytics


METHODOLOGY We take care to ensure that the sample we use for Nielsen CMV accurately represents Australians 14+.

BREADTH OF INSIGHTS Knowing the unique behaviours of your consumers will give you a better understanding of the marketplace and your competitors. These insights can help you to develop strategies that highlight your strengths in relation to your target consumers’ needs and preferences while ensuring you reach the right audiences. With CMV, you can examine consumer motivations and habits in a breadth of areas such as:

100% Online22,000 respondents

14+ Nationally

10 X updates p/a40 weeks per year

Media currency(actual usage)

Fused TV, radio,print and digital

Results weighted using ABS to

accurately reflect the Australian population

PURCHASE

PREFERENCE

INTENT

ATTITUDE

CMVLEISURE

THEIR HOME

TECHNOLOGY

MOTOR VEHICLES

WHAT THEY THINK

WHO THEY ARE

WHAT THEY EAT & DRINK

HEALTH & BEAUTY

SHOPPING

THEIR DAY

MEDIAUSAGE

MONEY


BRING YOUR CONSUMER TO LIFE

THEIR HOMERenovations, household items, utilities

TECHNOLOGYMobile devices, usage, locations, music,

telecommunications

MOTOR VEHICLESWhat car are they driving? What do they

intend on purchasing?

LIFESTYLEInterests, sports, travel,

short-trips/weekends away

PURCHASING BEHAVIOURSRetailers, shopping, supermarkets,

food, health and beauty

WHO THEY ARE...Age, gender, location, income, family,

nationality

MEDIA, ADVERTISING & ENTERTAINMENTTV, radio, print, digital, outdoor, mobile

WHAT THEY THINKAttitudes to media, advertising, shopping,

travel, finance, career, family, cars, health, food


MONETISE YOUR ASSETS + PROVIDE REACH & ENGAGEMENT STRATEGIES. By understanding the big picture, you can identify and evaluate opportunities to build better sales stories. Measuring 22,000 consumers annually, CMV provides detailed insights into the media habits, product ownership, purchase intention as well as attitudes and lifestyle preferences of Australian audiences.

AUDIENCE PROFILINGGain deeper knowledge of your audience by profiling or segmenting them based on their demographics, lifestyle activities, attitudes, purchase intention and media consumption patterns. CMV includes essential advertising categories to drive insight into consumers and the way they engage with automotive, shopping, technology, banking, insurance, telecommunications, fast food, FMCG and much more. This allows you to more effectively sell your media assets, ensuring engagement with the right categories and brands.

PURCHASE INTENTIONAs well as demographics, CMV allows you to profile your audience against product ownership, intention to purchase or desire to switch. There is nothing more powerful than delivering your advertising message to a consumer with real buying potential. CMV can bring to life the people engaging with your content who are intending to buy cars or homes, or those that are travel planners or coffee drinkers.

UNIQUE AUDIENCE ROI With CMV you not only have the ability to profile your own assets but also those of your direct competitors. This allows you to have robust and real insights that showcase your unique reach and audience for greater return on investment for advertisers. CMV data will also help to substantiate your media assets being included on agency media plans.

GENERATION OF CONTENT & CREATIVE MESSAGESBy better understanding the passions and interests of your audience, you can ensure that your content and environment provides advertising partners with more effective audience engagement, awareness and resonance.

CMV ENABLES PUBLISHERS TO...PUBLISHERS


ENSURE EFFECTIVE CHANNEL PLANNING AND STRATEGY CMV gives a level of detail across consumer media consumption, product ownership and intent to buy, as well as lifestyle data that is unmatched. With data from 22,000 consumers each year, agencies can deep dive to better understand target consumers and develop better campaigns for your clients’ brands. CHANNEL PLANNINGCMV data allows you to gain deeper knowledge of specific target audiences by profiling key characteristics against their media consumption patterns. CMV includes essential advertising categories to drive insight into consumers and the way they engage with automotive, shopping, technology, banking, insurance, telecommunications, fast food, FMCG and more. This allows you to more effectively substantiate your clients’ media plans with relevant insights.

PURCHASE INTENTIONCMV allows you to profile your audience against product ownership, intention to purchase or desire to switch. There is nothing more powerful than delivering your advertising message to a consumer with real buying potential. CMV can bring to life your target audience, including how, where and when they are consuming content. These may be consumers who are intending to buy cars or homes, or those that are travel planners or telco switchers.

SEGMENTATIONSNielsen CMV national datasets also include leading industry segmentation models from databases like the Nielsen Homescan Panel and market partners including Experian’s Mosaic and RDA’s geoTribes segments. CMV data can also be used to create customised segmentations on a variety of audiences.

ACTUAL MEDIA USAGE USING ENDORSED MEDIA CURRENCIESWith the fusion of media currency, you can build a strategy and a plan with the confidence of an industry endorsed, superior quality data set. This fusion draws on the exact same data set used for trading and post-analysing your campaigns.

We currently have the capability to fuse CMV with OzTAM TV ratings, GFK Radio Ratings and Nielsen Digital ratings. The latest exciting addition is a new database fusing CMV onto emma Readership to provide a print specific planning and analysis tool.

These powerful media currency data sets enable you to reliably develop the best media plans for your clients, by knowing exactly which media their target audience is engaging with on a day to day basis.

AGENCIES

CMV ENABLES AGENCIES TO...


SHAPE END TO END CONSUMER TARGETED STRATEGIESIncreasing brand engagement and creating the right media strategies starts with a comprehensive understanding of your target consumers. CMV provides actionable insights into product ownership, purchase intent, lifestyle, attitudes, preferences and media behaviours - all in one place.

Understand what motivates consumers to watch what they watch and buy what they buy. CMV’s national insights help unlock WHY, WHO, WHAT, HOW and WHERE. CONSUMER PROFILINGCMV data allows you to gain deeper knowledge of your specific consumers by profiling or segmenting them on their demographics, lifestyle, attitudes, purchase intention and media consumption patterns. CMV includes essential advertising categories to drive insight into consumers and the way they engage with banking, insurance, telecommunications, automotive, technology and much more. This allows you to more effectively understand a complete picture of your consumers and how best to reach and engage them.

PURCHASE INTENTIONAs well as demographics, CMV allows you to profile your audience against intention and/or desire to switch financial institutions. There is nothing more powerful than delivering your advertising message to a consumer with a greater propensity to in-the market for your services.

TARGETED CONSUMERS MESSAGINGBetter understand your current customers and prospective customers so you can market to them with tailored messages and products using customised CMV segments.

Nielsen CMV national datasets also include segmentation models from market partners including Experian’s Mosaic and RDA Research’s geoTribes segments.

CMV ENABLES ADVERTISERS TO...ADVERTISERS


ENRICH AND ENHANCE CONSUMER INSIGHTSUsing CMV, you can build and enhance profiles of your consumers that feed into brand planning, marketing and media strategies. By fusing CMV with Homescan panel data, you can get to the heart of your consumer like no one else can.

CMV can create new profiles or enrich your existing customer profiles and segmentation data with attitudinal and behavioural insights. This deeper understanding of what makes them tick drives more effective messaging and targeting - therefore enhancing return on marketing investment.

CMV can also map out a path to reach these consumers via above the line media, based on officially endorsed TV, Radio and Digital currencies.

BRAND PLANNING PROFILINGGain deeper knowledge of your consumers by profiling their demographics, lifestyle activities, attitudes, and media consumption patterns. Evaluate consumer segments and essential advertising categories such as automotive, shopping, technology, banking, insurance, telecommunications, fast food, FMCG, and more.

TAILORED INSIGHTSUsing CMV to tailor your own insights allows you to:

● Identify unique attributes of yours and your competitors’ shoppers● Augment your existing segmentations and target audience profiles● Improve accuracy of creative and media briefs● Identify the optimal media mix for market segments based on actual media usage using endorsed

currency data

RETAILERS

Copyright © 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 10

CMV ENABLES RETAILERS TO...


ENRICH AND ENHANCE FAN INSIGHTSSports fans are unique and highly engaged audiences. With CMV’s comprehensive measurement you can create in-depth profiles to further understand how fans prefer to engage with their favourite sport or participate in the sports themselves.

CMV also allows you to gauge levels of fandom from listening and viewing behaviours across TV, subscription TV, Radio, Social Media or Out of Home. CMV’s breadth of category data also provides sporting bodies with robust insights for:

SPONSOR PROSPECTING● Identify consumer categories to target - understanding the value proposition of your consumer base to

prospective brands● Build convincing pitch materials for brands based on highly robust and actionable data sets● Estimate the potential returns for prospective partners utilising behavioral and revenue category

modelling

SPONSOR RETENTION● Identify positive stories about consumer's behavior and attitudes towards a brand as a result of sports

partnerships● Development of scorecard tracking - understanding key partnership impacts over time● Revenue modelling & projections as a result of positive partnership impacts

SPORTS BODIES


CMV ENABLES SPORTS BODIES TO...


FLEXIBLE ACCESS TO DATAADVERTISERS

INSIGHTS ON DEMAND, AVAILABLE AT ALL LEVELS

SUBSCRIPTIONS

DATABASE SUBSCRIPTION

● In-house data & software access● Full access to all data collected ● Partial access to specific categories

REPORTING SUBSCRIPTION

● Regular updates and access to the data via a designated CMV analyst● Reports delivered in Excel or Powerpoint● Online dashboards also available

ADHOC SERVICES

DATA EXTRACTS

● One-off Data extracts● Aggregated Data to feed into data visualisation tools ● Respondent Level Data (de-identified) to feed into analytics platforms

CUSTOMER PROFILES or SEGMENTATIONS

● Access to the data and/or insights via a designated CMV analyst● Reports delivered in Excel or Powerpoint format

INSIGHTS INTERROGATION WORKSHOPS● Access to the experienced CMV team (Commercial & Analysts) to host a workshop with key

stakeholders to interrogate data and develop insights to assist with current business strategies or solutions.


SURVEY DELIVERY SCHEDULESurvey Market Release Date Timeframe

Survey 1 8 April 2020 Mar 19 - Feb 20

Survey 2 7 May 2020 Apr 19 - Mar 20

Survey 3 25 June 2020 May 19 - Apr 20

Survey 4 20 July 2020 Jun 19 - May 20

Survey 5 11 August 2020 Jul 19 - Jun 20

Survey 6 30 September 2020 Aug 19 - Jul 20

Survey 7 6 November 2020 Sep 19 - Aug 20

Survey 8 20 November 2020 Oct 19 - Sep 20

Survey 9 18 December 2020 Nov 19 - Oct 20

Survey 10 4 February 2021 Jan 20 - Dec 20



YOUR SUPPORT AND RESOURCES


Your Nielsen account manager

The Nielsen Consumer & Media View support

team

This information kit and the CMV Data Dictionary


Unlock the power of a rich data setthat integrates into and supports

every part of your strategy,implementation and evaluation.

Nielsen's CMV - your data partner.


ABOUT NIELSENNielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.

THE SCIENCE BEHIND WHAT’S NEXT TM

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media view (cmv) consumer...promotions marketing brand cross-platform consumer insights media...

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