NIELSEN INTRODUCES TORONTO SINGLE SOURCE SERVICE
By Adnews Staff
Nielsen Media Research has introduced a new service called Toronto Single Source. The research service is based on a survey conducted among participants over 17 years of age of Nielsen's Toronto/Hamilton TV people meter panel. Areas of interest covered in the survey included newspaper reading, radio listening, direct mail use, leisure activities, entertainment, banking, drinking, eating, home renovations and video games. According to the company, the results offer a look into the viewing, product usage and media consumption habits of the Toronto People Meter panel. This is also the first time a separate general survey has been conducted with a television people meter panel. "The Toronto Single Source will enable our advertising clients to identify their target markets more effectively," said Mike Leahy, president of Nielsen Media Research. Another survey will be conducted next fall.