Nielsen Media Research has launched a new reach/frequency software package to the Toronto market that enables media planners and buyers to develop relational analyses using people meter data.

The new software, called Media Advisor R/F, is an enhanced version of Nielsen’s current Media Advisor package.

Mike Leahy, group vice-president of marketing and sales for Nielsen Media Research, says the software allows reach/frequency comparisons to be made one day to another, one viewer to another, or even one program week over week against the same viewer.

Prior to the introduction of the software and 52-weeks-a-year electronic measurement, multi-week reach/frequencies were not possible. The most media planner/buyers could hope to do was base their buy on a projected estimate for those weeks not covered.

Leahy says Media Advisor R/F allows planners and buyers to do some up-front analysis before executing a television buy. Several scenarios can be run based on reach or frequency, for a combination of conventional broadcast and specialty channels, dayparts and station groups.

Duplication analysis is also part of the package.

Once the buy has been made, says Leahy, it can then be tracked to see if it’s delivering the reach or frequency desired. If not, the buy can be adjusted.

Leahy says Nielsen has been doing this kind of analysis all along for its clients but the new software eliminates the turnaround time needed by putting the tools into the hands of planners and buyers.