Nielsen Catalina Solutions Enhances Buyergraphic Dataset with Deeper Retailer Pool

NCS’s grocery and drug store network now includes 90 million households of shopper data

CINCINNATI – Nielsen Catalina Solutions (NCS), a leader in enabling marketers to improve the sales results of their advertising by powering cross-channel platforms with retail purchase data, announced its most expansive retailer dataset to date. The NCS shopper data has grown 30 percent and now exceeds 90 million households, sourced from nearly 18,000 stores across all 50 states. As a result, NCS’ industry-leading dataset is the largest, most representative consumer packaged goods (CPG) and over the counter (OTC) buyergraphic dataset available to U.S. marketers.

Nielsen Catalina Solutions expands shopper #data by 30%, exceeding 90 million households

This latest dataset provides increased depth and breadth of buyer data for greater precision in identifying and reaching a marketer’s most valuable shopper segments and increasing the ROI of their advertising. The largest, most representative buyergraphic dataset in the country can also be matched with media data and leveraged in a single source for any media platform for targeting, sales measurement and programmatic initiatives.

The integration of shopper data from 13 major grocery and drug retailers with 26 store banners enhances purchase-based marketing for CPG categories such as healthcare products, personal beauty, alcohol and tobacco. Additionally, retailers can develop custom marketing programs within their respective trade areas at the manufacturer brand, their own store brand and company level. The latest iteration of NCS’ co-mingled dataset is comprised of:

  • More than 90 million households of shopper data
  • One hundred twenty thousand brands and 1.5 million universal product codes (UPCs) for granular analysis
  • At least two years of purchase history, which accounts for seasonality and true measurement of sales impact
  • Nearly 18,000 stores across 50 states
  • Daily point-of-sale (POS) systems sourcing

“NCS now has even greater coverage across the CPG/OTC industry channel, which helps us maintain our leadership position in data size, national representation and quality. This will further enable marketers and advertisers to deepen their understanding of ad investments, and provide benefits for retailers, brands and customers,” said Mike Nazzaro CEO, Nielsen Catalina Solutions. “It’s also critical for marketers to know exactly what data they are using so they can make the most informed decisions about their advertising spending. They can’t be shy about asking their providers tough questions about where their data is coming from if they want to have confidence in the end results.”

About Nielsen Catalina Solutions

Nielsen Catalina Solutions (NCS) helps CPG marketers, agencies and media companies define their most valuable audience based on consumer purchases, reach them with advertising, and measure the resulting incremental sales, by precisely linking what consumers watch and what they buy using the largest, most comprehensive retail shopper dataset. The joint-venture between Nielsen and Catalina integrates media data for all platforms from 90+ premier media companies as well as industry leading Nielsen People Meter (TV), Portable People Meter (radio), Nielsen online, and millions of set-top-box homes (TV).

The media data is matched with the buyergraphic data from over 90 million shopper households from Catalina, enhanced by Nielsen Homescan® to represent all CPG outlets. This total household view helps our clients improve ad performance to drive revenue growth and ROI. Nielsen Catalina Solutions is headquartered in Cincinnati, Ohio, USA. Visit the website (, LinkedIn ( or Twitter ( to learn more.