Major U.S. broadcaster ABC is set to help clients pinpoint their targets with the ABC M4 Consumer Optimizer, a new ROI tool designed to show advertisers what portion of a TV audience uses a specific product or product category.
The optimizer generates what ABC calls consumer ratings by blending Nielsen Media Research TV data with other viewing data from MRI (Mediamark Research Inc.). Not much has been released yet about the M4 Optimizer but more information is expected to be available from ABC within the next two weeks. Although some ABC clients will see a demonstration of the new research tool in the coming weeks and months, it must still go through the accreditation process of the Media Rating Council and won’t be ready for the big fall upfront market this year.
