Nielsen partnership enables new TV ROI measurement service

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New York—Nielsen Co. has forged a partnership with purchasing data company Catalina Marketing Corp. in an enhanced effort to determine which TV advertising campaigns prompt subsequent purchases.

The initiative, called Nielsen Catalina Ventures, will be launched in the first half of 2010. It will combine Nielsen's existing Homescan purchasing panel of buyers, who log their media exposure and purchase histories, with Catalina's database of some 50 million shoppers. The joint venture will enable the tracking of more campaigns, the companies said.

The new venture follows a previous attempt by Nielsen to link purchases to ad exposure. Its Project Apollo, a joint venture with radio audience research company Arbitron Inc., was abandoned last year after two years of development.

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