Nielsen Introduces Persons-Based Advanced Audiences

The first concept of advanced audiences involving actual data was introduced by the head of research at Doyle Dane Bernbach in the early 1960s. His name was Norton Garfinkle. He argued that advertising strategists ought to be targeting people based on their product and brand usage characteristics, not on their demographic characteristics. So he left DDB and created a company called Brand Rating Index that everyone called BRI. I wound up becoming EVP of BRI.