Nielsen is launching a Web-based software tool called Place*Values, which allows users to determine the past performance of product placements and evaluate new placement opportunities.
The new service will deliver performance indicators on brand recognition, attitude toward a brand and purchase interest.
A&E Network, Court TV, Scripps Networks, The Weather Channel, Discovery Networks U.S., CBS, Fox, Magna Global, Mediacom, OMD, PHD, Sprint Nextel, Twentieth TV and Zenith Media are the first users of Place*Values, according to Nielsen.
Place*Values allows clients to test multiple placement configurations for their brand in a variety of programming environments. This includes determining to what extent the addition of a verbal mention for their brand might add to the placement’s performance and what the effect might be if their brand were placed on a show with greater audience loyalty.
Place*Values leverages the findings from Nielsen’s Product Placement Valuation Study, which consisted of more than 10,000 individuals participating in the screening of 50 programs across broadcast and cable, during which product placements and commercials were featured for nearly 200 consumer brands.
