In an internal review, Nielsen decided the TVBE group was no longer consistent with its portfolio optimization strategy.
It’s also possible dwindling linear TV subscribers or new CPG marketing practices made it more worthwhile for Nielsen to offload its TVBE business than to keep it.
“Nielsen regularly reviews our product portfolio to ensure we have the right mix of capabilities and services to address the needs of our clients today and in the future,” the company said in a statement.
Only about 5% of Phoenix’s customers overlap with TVBE data syndicators, and the Nielsen service has particularly strong traction in the consumer packaged goods vertical, where Phoenix traditionally hasn’t applied its performance-based measurement.
Phoenix’s measurement revenue is split about evenly between television and digital media.
“[This] brings together two competing but different metrics, our analytical modeling based on interviews and [the TVBE] next-day recall measurement,” DeCotiis said. “But TVBE is going to enhance our other data products, especially as the whole marketing mix becomes more performance-oriented.”