Hearst Television Licenses Nielsen's Rhiza Platform to Grow Ad Sales Using Local Buying Behaviors

Nielsen Rhiza Provides User-Friendly Data that Helps Accelerate the Sales Ad Cycle Using Preferred Buyer Segments

March 5, 2018-New York-Today, Nielsen (NYSE: NLSN) announced that Hearst Television has licensed the latest version of Nielsen Rhiza, Nielsen's web-based, media sales and planning platform, for use at select Hearst stations. This licensing agreement for Nielsen Rhiza provides Hearst with an intuitive, user-friendly tool that reveals rich buyer-level information about their local markets and consumers.

In today's competitive media landscape, powerful yet easy-to-use tools are helpful for Hearst stations, in order to demonstrate to advertisers the strength of their linear broadcast and digital platforms and their ability to reach precise consumer audiences, said Kevin Stuart, Vice President of Research for Hearst Television. Rhiza will enable our sales and research teams to provide insights in an efficient, visual way and to illustrate our audience reach and targeted sales capabilities.

Clients continue to ask us for smarter, faster and better data that can help them uncover new audiences and make their local advertising selling process more efficient, said Jeff Wender, Managing Director, Nielsen Local Client Solutions. We are excited to offer Hearst and all of our clients innovative datasets that are customizable and can deliver integrated marketing and sales insights in minutes. We are confident that Rhiza will help Hearst close more advertising business faster.

Nielsen Rhiza, which utilizes powerful data sets from Nielsen and best-in-class third-party data providers, makes it easier for media buyers and sellers to identify current and new consumer segments by location and demographics. Nielsen Rhiza includes the most comprehensive local buying preference data from Nielsen Scarborough, Polk automotive statistical data from IHS Markit, and retail store location data, across all local TV markets. Additionally, Nielsen Rhiza includes Nielsen's currency Local TV ratings, as well as offers advertising spend data using Nielsen AdIntel.

With these data sources, Nielsen Rhiza enables clients, such as Hearst, to produce deep insights about customer segments, media consumption, purchasing trends and the competitive landscape, all presented in an engaging and dynamic digital dashboard. Nielsen Rhiza brings its unique mapping capabilities, allowing Hearst the ability to visually tell a compelling story such as where specific brands are most popular or how many prospective customers live near specific business locations.

ABOUT NIELSEN Nielsen 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.

Contacts Nielsen: Gorki De Los Santos, gorki.delossantos@nielsen.com, 646-654-4837

Hearst Television: Tom Campo, Campo Communications, LLC, (646) 202-2557, Tom@CampoComm.com

LINK:	http://www.nielsen.com/us/en/press-room/2018/hearst-television-license...
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