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Taking another stab at linking media exposure to product purchase behavior, Nielsen announced Monday (Dec. 14) it formed a 50/50 joint venture with Catalina Marketing. The JV, called Nielsen Catalina Ventures will combine Catalina’s 50-million consumer shopper database with Nielsen’s national TV and online panels to provide TV and online brand ratings.
Mike Nazzaro, formerly senior vp of Nielsen Consumer Panel Services will head up Nielsen Catalina Ventures as chief executive officer. Both companies are expected to contribute data, talent and resources to the company based in Procter & Gamble’s backyard of Cincinnati.
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