Nielsen: Sony Pictures Reaches Two-Thirds of Young, High-Tech Consumers

January 9, 2008

This article is included in these additional categories:

Analytics, Automated & MarTech | Media & Entertainment | Television | Youth & Gen X

Sony Pictures Television (SPT) content reaches nearly two out of every three young high-tech consumers in the US across its television and internet platforms, according to a new Nielsen study of electronics and technology consumers.

Nielsen found that 64.6% of 18-34-year-old “technologists” – consumers who define themselves as being among the first to adopt new technologies regardless of price – engaged with Sony properties, compared with 57.5% of adults 18-34 overall.

NielsenConnect examined the unduplicated reach and audience composition of SPT’s media offerings across its syndicated TV shows, Sony BMG’s MusicBox website and the High Definition (HD) network, MOJO HD.

The findings are from what is intended to be a series of custom research studies across multiple categories of consumers. They will combine television and internet ratings data with other consumer databases, allowing SPT to quantify the value of its media properties.

Among the findings of the initial Nielsen study:

  • SPT’s offerings reach 7 million 18-34-year-old and 13 million 18-49-year-old Technologists.
  • Altogether, there are 37 million adult Technologists in the US, representing 12% of the population.
  • Technologists skew younger (39% are age 18-34 and 73% are age 35-49), higher income and better educated.
  • As early adopters, Technologists have already shown their marketing impact on consumer products:
    • 32% currently own a portable MP3 Player with video, and 42% are likely to buy one in the next 12 months
    • 30% own a cell phone with video capability, and 42% are likely to buy in the next 12 months.

“The results of this study clearly show the unique value of integrating media and consumer data to provide clients with truly comprehensive insights,” said Jon Mandel, CEO of NielsenConnect. “This new data enables Sony not only to better understand its highly valuable audience, but also to document its ability to deliver these influential consumers across all of its platforms.”

About the data: NielsenConnect brings together diverse Nielsen measurement systems to create deeper look at a client performances. For the project, NielsenConnect combined existing database information from both the National People Meter (NPM) and Local People Meter (LPM) services, website visitation information from Nielsen Online, cellular and wireless information from Claritas’ Convergence Audit, and high definition usage and behavior from Nielsen’s HD Study to obtain a comprehensive view of Sony’s reach.


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