Study validates network reach, provides comparable audience metric for media planners and advertisers
NEW YORK, Oct. 17, 2013 /PRNewswire/ — For the first time, The Newborn Channel has been added to Nielsen's Place-Based Video Network Audience Report (formerly known as the "Fourth Screen" Report), the only quarterly, multi-client syndicated audience report for digital place-based networks. The data, which measures audience exposures for video networks in out-of-home locations, offers agencies and networks an easier way to compare place-based advertising audiences to TV, Internet, and Mobile.
"The Newborn Channel has always delivered unparalleled coverage of the coveted women 18-34 demographic, so we were thrilled to see Nielsen validate our audience," said Suzanne Fleming, president of advertising sales for The Wellness Network. "The findings were particularly encouraging when compared to broadcast TV. For example and considering women 18-34 with kids under 3, an advertiser would need at least 4 primetime spots on any of the broadcast networks to garner the same audience size reached by a typical rotation on The Newborn Channel."
The report was assembled using Nielsen's integrated approach of combining traffic and transaction data with demographic and qualitative data. Traffic data was provided by a third party and modeled by Nielsen to produce gross exposures and an average minute audience for the network. This is the first time that Nielsen has included point of care media in its Place-Based Video Report, marking another milestone for the place-based video industry.
"The inclusion of point of care media in the latest Place-Based Video Report further validates the medium itself," said Paul Lindstrom, senior vice president, Nielsen On-Location. "Respecting HIPAA privacy laws was a priority in attempting to measure this space. The use of credible, third-party data allowed us to project our findings nationally to achieve the most accurate audience estimate possible for The Newborn Channel and its advertisers."
About The Wellness Network
The Wellness Network owns The Patient Channel, The Newborn Channel, The MedSerenity Channel, and HealthStyle Press. The Patient Channel and The Newborn Channel are the largest in-hospital TV networks in the U.S. Delivered 24/7, directly to patient rooms and waiting areas, the Channels provide viewers with original, award-winning health programs and advertisers with the unique ability to integrate brand messaging with content that is compelling and endorsed by health care professionals. The Newborn Channel delivers essential newborn and parenting information to help prepare new moms when and where they need it most. The Patient Channel features both condition-specific and preventive health programming to empower and inform patients. The Channels are available in more than 2,000 hospitals nationwide. HealthStyle Press publishes America's Health Guides™, passport-sized health education booklets for every stage of life.
Contact:
Suzanne Fleming
President, Ad Sales – The Wellness Network
609-462-5343
Email