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GWI and Nielsen bring advanced audience analytics to agencies and advertisers

3 minute read | October 2023

The Nielsen GWI Fusion pairs rich data from both companies for more precise media planning

As demand for deeper audience insights continues to grow, industry leaders GWI and Nielsen have announced the Nielsen GWI Fusion, enabling customers to uncover more comprehensive insights, increase reach and engagement, and unlock thousands of advanced audiences. 

With the Nielsen GWI Fusion, it’s now possible to compare scenarios and optimize media plans across multiple media types to allow for more informed cross-media decisions and understand U.S. TV audiences like never before.

By overlapping Nielsen’s currency-grade National TV measurement with GWI USA, media buyers are given a detailed view of today’s diverse consumers with more than 250m people represented – how they think, feel and behave – that goes beyond demographics. Users will benefit from a deeper level of analysis to craft impactful advertising and marketing strategies, from deciding on the most impactful combination of media to reach their audience to showcasing the benefits of media efforts.

Through integrating GWI USA’s national sample of 80k annual respondents, users are able to analyze targets by their media behaviors and get cross-media rankers on their audiences. Users can also apply GWI segments to evaluate variables like time spent, duplication, reach and frequency. Additionally, for a more holistic view of the media landscape, users can leverage those same audiences across data-driven linear. This capability is also expected to be available for Nielsen ONE cross-platform measurement services in the future.

“The industry has shown increasing demand for more advanced audience insights that connect key targets to their media consumption across platforms,” said Angela Girardin, SVP of Audience Intelligence at Nielsen. “The Nielsen GWI Fusion empowers users with rich audience data and insights that will enable them to effectively plan, transact and measure across platforms against the audiences that matter most.”

Tom Smith, CEO at GWI, said: “The combination of Nielsen’s unrivalled view of the media landscape, and GWIs deep consumer insights, provides a far more advanced picture of target audiences and how they engage with media. This means more precise planning and measurement and better audience engagement – something we know really matters to our combined customers.”

These datasets will be available to all agencies and advertisers, including Publicis, who has worked closely with GWI and Nielsen to advance their offerings over time and enable data sets that more accurately reflect the U.S. consumer population. 

“We are excited that Nielsen and GWI have come together to expand and improve their data sets to help advertisers better reach various consumer segments,” said Helen Katz, EVP, Research, Publicis Media. “We look forward to leveraging this new, fused data set and incorporating it into our existing tools and platforms to further enhance our planning, buying and optimization across audiences.”

About Nielsen

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram).

About GWI

GWI is modernized consumer research – global, on-demand, and accessible to everyone, not just data experts. It’s a platform designed for companies that want fresh and insightful data about their consumers. Values, purchase journeys, media usage, social media habits – we cover it all. With data from nearly 3 billion people across 50+ countries, GWI has become the go-to for agencies, brands and media companies that want to know what really drives their audience to action. For more, visit

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