New Nielsen Service Put on Hold

After years of tests and pilots, the launch of Nielsen Co.’s In-Store national syndicated data service and Pioneering Research for an In-Store Metric (PRISM) initiative has been put on hold indefinitely due to the nation’s financial climate.

SCHAUMBURG, Ill. — After years of tests and pilots, the launch of Nielsen Co.’s In-Store national syndicated data service and Pioneering Research for an In-Store Metric (PRISM) initiative has been put on hold indefinitely due to the nation’s financial climate.

Developed in partnership with an industry consortium of retailers, manufacturers, agencies and The In-Store Marketing Institute, Nielsen In-Store is designed to provide a common industry metric to measure consumer reach in the store. By combining technology, sales data, insights from in-store auditors and other tools, PRISM was to create a set of metrics for assessing the effectiveness of in-store media programs.

The decision comes after weeks of consultations with Nielsen’s clients and other industry companies.

“Given the nation’s serious economic state, Nielsen and its clients have decided this is not the right environment to launch a national syndicated service,” Nielsen spokeswoman Jennifer Frighetto said in a statement. “While the industry as a whole is very supportive of a syndicated service, many clients, in the face of the current economic environment, are not in a position to fully fund a syndicated service at this time.”

Nielsen will work with clients interested in exploring how it can address their shopper marketing needs on a custom basis until a syndicated service is financially viable for its clients.

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