Nielsen, Catalina Launch Service to Measure Sales Impact of Media Buys

Nielsen, Catalina Launch Service to Measure Sales Impact of Media Buys: "BATAVIA, Ohio (AdAge.com) -- Nielsen Co. has struck a deal to combine its TV ratings and online-audience measurement data with Catalina Marketing's loyalty-card purchase data in a joint venture they claim can increase efficiency of the package-goods industry's $20 billion in media outlays by at least 10%.

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