Crown Media Family Networks announced that it will use The Cambridge Group’s super-consumer data analysis for the Hallmark Channel and Hallmark Movie Channel throughout its 2014/2015 Upfront season.
The Cambridge Group’s "super consumer" research claims that 10% of consumers can drive 50% or more of a company’s profits. Working with The Cambridge Group in conjunction with Nielsen Catalina Solutions, Crown Media hopes to utilize this analytic data to hone in on its most loyal customers in order to maximize media spends.
“We are always looking for new ways to raise our value proposition in the marketplace and this data gets to the heart of what matters most to our clients — reaching the right audience and optimizing ROI. The Cambridge Group and Nielsen Catalina Solutions are breaking exciting new ground with this research and we are so pleased to put this information to work for our advertising partners and help them connect directly with that influential subset of consumers who truly drive their bottom line,” said Bill Abbott, president and CEO, Crown Media Family Networks in a release.
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