Nielsen to Sponsor Olympics Issue of ‘NYT’ Sports Magazine

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By: E&P Staff

The Nielsen Co. said today that it has arranged an exclusive advertising agreement with The New York Times as the sole sponsor of the Aug. 3 issue of the New York Times sports magazine PLAY.

This is the first advertising deal involving an entire marketing campaign from one advertiser for an editorial issue, according to a statement from the New York Times.

Nielsen is the parent company of E&P.

The August issue of PLAY will cover the 2008 Olympics in Beijing.

Nielsen is launching a branding campaign to introduce readers to the new company, which was formerly the Dutch-owned VNU. The company was rebranded Nieslen in 2007 after a consortium of private equity firms purchased VNU.

“We want to welcome the world to the new Nielsen,” Karen Watson, senior vice president, communications for Nielsen, said in a statement. “Our alliance with the New York Times is a wonderful opportunity to showcase Nielsen as a global consumer insights company and commemorate the uniquely universal spirit of the Olympics.”

The campaign includes print ads in the New York Times and International Herald Tribune, as well as online banner ads on NYTimes.com and IHT.com, and radio spots.

“Since we measure across a variety of platforms, we felt we should have a campaign that crosses a variety of platforms,” said Gary Holmes, a spokesperson for Nielsen.

The New York Times is handling the creative for the campaign, said Holmes who declined to disclose the marketing budget. “This is a real collaboration between us and the Times,” he said, adding the partnership grew out of a preexisting relationship.

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