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Nielsen, Claritas Sharpen Demo Targeting

Nielsen is combining its NPOWER television-ratings-analysis tool with target-marketing services from Claritas to “provide valuable insight into the media habits of specific demographic segments,” the ratings company said Wednesday.

Claritas’ PRIZM NE product classifies 66 segments of the U.S. population based on various socio-economic data -- such as income, age, race, occupation, education and household composition -- as well as lifestyle attributes that are critical to advertisers’ marketing strategies, such as where they vacation, what they drive and their favorite brands.

Nielsen will provide a profile of each group and data on their media habits to guide advertising decisions for clients.