Thankfully, the advertising industry, particularly TV selling and buying, recently received a major shot in the arm from a joint-research initiative by Nielsen TV and the Keller Fay Group which enables us to consider less obvious and more bespoke solutions. This initiative is a fusion of Nielsen TV panel’s ratings data with Keller Fay’s word-of-mouth tracker. The result is that we now have marketing category-specific rankers of 100+ broadcast and cable TV channels and many more shows highlighting which stations and programs have an above-average, or below-average, proportion of active category brand talkers. The fusion has over 50 market categories from foreign vs domestic car marque talkers, to hotel vs cruise line brand talkers, to at least seven types of retail-category brand talkers. UM became the first agency subscriber.