Nielsen's TV Brand Effect rolls out in China

Nielsen’s TV Brand Effect, which has already been introduced in the UK and US, seeks to help clients understand the most effective TV advertising placement.

Rather than surveying consumers about whether they recall a specific TV ad, Nielsen asks consumers if they watched a certain TV show to understand whether they have been exposed to certain ads.  

Nielsen then measures recollection of the advertisment through metrics, such as general recall, brand recall, message recalls, likability and purchase intent.

David Webb, managing director, advertiser solutions Asia-Pacific, Middle East and Africa, said because Nielsen measures consumer reactions across many shows and many different creatives, it can build a strong understanding of the most effective advertising placement.

He said the differentiating point for TV Brand Effect is that is allows clients to optimise ad placements mid-campaign.

“Lots of clients use brand trackers, which may be done on a weekly basis," Webb said. "It’s quite challenging to tease out the individual contribution of specific media within that and hard to understand at the creative level what’s working and what’s not.”

In addition to China, TV Brand Effect is slated to roll out in another Asia-Pacific market in the short to medium term, according to Nielsen, but the company declined to provide further details.