Case Study: Pivot gains deeper audience and advertising insights with Nielsen Holdings

Segmentation Identifies Habits and Consumption Patterns of Viewers

Pivot, a Participant Media Network, wanted a clearer definition of its viewers so it could better understand who they are, what they buy, and what opportunity they represent for advertisers. The network also wanted to show that its audience aligns with its mission of delivering content that matters and makes a positive difference in the world.

Pivot worked with Nielsen on a custom audience segmentation study using PRIZM syndicated segmentation data, tied to Nielsen’s National People Meter panel. The study identified Pivot’s core audience as Conscious Consumers and showed strong purchasing patterns across categories such as finance, automotive, home improvement, and retail, with viewers indexing at 141 to buy or lease a hybrid vehicle, 151 for craft beer, and 122 for organic food. Nielsen also gave Pivot’s national advertising salesforce deeper insight into viewer habits and spending behavior.

Pivot