The company Nielsen is in Germany because of the introduction of the Nielsengebiete admits become. Germany was divided thereby into eight Nielsen areas. The Nielsengebiete is used as aids for planning of market study and advertisement. Within an Nielsen area the consumer behavior resembles itself much.

Allocation Nielsen I to VII

The individual Nielsengebiete cover:

• Nielsen I: Bremen, Hamburg, Lower Saxony, Schleswig-Holstein
• Nielsen II: North Rhine-Westphalia
• Nielsen IIIa: Hessen, Rhineland-Palatinate, Saarland
• Nielsen IIIb: Baden-Wuerttemberg
• Nielsen IV: Bavaria
• Nielsen V: Berlin
• Nielsen VI: Brandenburg, Mecklenburg-Western Pomerania, Saxonia-Anhalt
• Nielsen VII: Saxonia, Thuringia

The purpose of this allocation consists of it classifying the different consumer behaviour of the consumers and other economical phenomena (in particular the average purchasing power) after regions. The won data serve to introduce according to the respective regional conditions determined products or accomplish Werbekampagnen.

As evident from the list of the Nielsengebiete, some areas represent cluster from several Lands of the Federal Republic. It depends to summarize such countries in an area in which as much as possible Common market Markets are similar such as purchasing power and consumer behaviour. It would be unreasonable to fold up approximately due to the geographical proximity only the area V with the area VI, consisting of Berlin since thereby the extremely different economical conditions dominant in the respective areas were levelled.

The markets of different Nielsen areas can differ strongly. Many advertising media prove its performance data (edition, target groups) after Nielsen areas. In addition Nielsen areas are used, in order to differentiate regional markets, for example with the beer. Thus there is the mark "„Astra "“for example only in the Nielsengebiet I.

An allocation to Nielsen areas over the postal zip codes of five figures is not completely automatically possible, since there are some post office guidance ranges, which were Land of the Federal Republic-spreading assigned.

Enterprise as name givers

The enterprise was created 1923 in the United States by Arthur C. Nielsen senior, one the founder of the modern marketing research. From it the invention comes to today assigned commercial panels, thus the data gathering in the business. In addition "“one of most important marketing characteristic numbers comes from it with "„the market share. 1939 began the international expansion. ACNielsen is today according to own data the marketing information enterprise leading world-wide and is active in more than 100 countries. The world-wide head office is in New York. The Austrian ACNielsen total Ltd. sits in Vienna, the Swiss ACNielsen SA in Buchrain.

In Germany ACNielsen with the address specialized in commercial research and consumer analyses is A.C. Nielsen GmbH in Frankfurt/Main present. Those Hamburg subsidiary Nielsen Media Research observes the advertising market. It determines the gross advertising conversions of relevant medium kinds and advertising media. Are examined radio and television, public and technical periodicals, daily papers, poster and Internet after economic sectors, product groups and - families as well as companies and marks. With the collection and analysis of the gross advertising conversions in Germany ACNielsen is monopolist. An example of the work is the Nielsen single SOURCE panel. With this electronic micro market test both the television use and the shopping behavior are examined by approximately 10,000 persons in approximately 4,500 households in a panel.

Related links

• ACNielsen Germany
• Map of the Nielsengebiete

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