What Does Nielsen Know? You're Eating Cheetos While Watching 'Two and a Half Men'? Or 'Modern Family' Before Casual Dining?
Nielsen is going beyond trying to track everything you watch to tracking everything you buy—adding data from what an executive said is "virtually all" credit and debit-card purchases plus bank statements, including online bill payments and paper checks, to what it already gets from food and drugstore purchases. Nielsen is anonymously matching all that data through an undisclosed third party to members of its TV ratings panel, an executive of the company told Advertising Age, and plans to expand such matching to online and other measurement services. Linking TV audiences to their purchases has been available to packaged-goods marketers for