Nielsen Furthers Development of In-Store Marketing Service
The Nielsen Company and the In-Store Marketing Institute move into the national expansion phase of an initiative known as P.R.I.S.M. (Pioneering Research for an In-Store Metric): An effort to measure the size and composition of the audiences for in-store marketing media. In this new phase, Nielsen In-Store will extend P.R.I.S.M.'s coverage to all in-store marketing media, including merchandising activity, retail TV and radio networks, shelf-talkers, cart-talkers, digital signage and other point-of-purchase displays. The research also will be expanded to a nationwide sample of about 200 stores. Nielsen and the Institute also announced that the consortium of manufacturers, retailers and media companies participating in P.R.I.S.M. has been expanded to encompass more than 30 companies, including Coca-Cola, ConAgra, General Mills, Kraft, Mattel, Nintendo, P&G, SAB Miller, Unilever, Catapult Marketing, The Integer Group, Mars Advertising, Group M, OMD and Starcom MediaVest Group, as well as 16 retailers.