What is the purpose of Nielsen in advertising?

Nielsen plays a crucial role in the advertising industry primarily by measuring viewership of programs. This measurement is essential for understanding how many people are watching specific television shows or engaging with particular content. Advertisers rely on this data to determine the effectiveness of their advertising placements and to assess the audience size and demographics for different programs.

By providing accurate and reliable ratings, Nielsen helps advertisers decide which shows are worth their investment based on the potential reach and impact of their ads. Advertisers use these measurements to strategize their media buying, ensuring they are targeting the right audience at the right time.

The other options refer to other aspects of advertising and media planning. For instance, calculating the cost of media is essential for budgeting, while assessing consumer preferences provides insights into audience needs and interactions with brands. However, the direct measurement of viewership is fundamental to the advertising process.