Chicago Booth, Nielsen Collaborate To Bring Big Advertising Data
Some partnerships are built to last, especially ones that are as mutually beneficial as this.
According to a press release, the University of Chicago Booth School of Business and Nielsen, the global measurement and analytics company, have once again collaborated to release a new dataset from Nielsen’s Ad Intel Data. The dataset provides information for advertising from 2010-15 for a variety of media with updates available each year.
Here’s more on what the data offers, via the Booth School of Business:
The new dataset will allow researchers to explore topics such as FTC regulation of false claims on products, and how advertising impacts the current health insurance industry. Nielsen’s Watch segment provides (media and advertising) clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. This newly available data will open up new avenues for research, enabling Booth faculty and other researchers around the globe to investigate topics that previously couldn’t be studied. “Nielsen’s Ad Intel data will provide academic researchers the ability to better connect marketing activities with retail consumption and shopper insights,” said Frank Piotrowski, Executive Vice President of data science, Nielsen.
The datasets are housed and managed by Chicago Booth’s Kilts Center for Marketing. Jean-Pierre Dubé, Sigmund E. Edelstone Professor of Marketing and Director of the Kilts Center for Marketing, was excited about the new data being released.
“With the growing interest in media markets, the timing of the Kilts Center’s release of the Ad Intel data could not be better. These data will create yet another opportunity for the Kilts Center to facilitate scientific interaction between marketing and other academic fields,” Dubé said.
Nielsen data has made some notable research possible, such as “Do Pharmacists Buy Bayer? Sophisticated Shoppers and the Brand Premium,” and “Income and Wealth Effects on Private-Label Demand: Evidence from the Great Recession.”
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Max Pulcini
Max Pulcini is a Philadelphia-based writer and reporter. He has an affinity for Philly sports teams, Super Smash Bros. and cured meats and cheeses. Max has written for Philadelphia-based publications such as Spirit News, Philadelphia City Paper, and Billy Penn, as well as national news outlets like The Daily Beast.
