Nielsen TV Brand Effect has launched in China and Germany, with additional launches in Asia slated for later this year.

Nielsen touts the solution to be able to provide results fast enough for advertisers to make creative and media changes in almost real-time, as surveys are done within 24 hours after a TV spot airs.

The solution surveys viewers who had the opportunity to see a TV advertisement and measures recollection with metrics that include general recall, brand recall, message recall, likeability and purchase intent.

"Quality measurement brings monetisation, and marketplaces in Europe and Asia are ripe for comprehensive measurement solutions that allow both local and global advertisers to make sound investments in advertising and understand their true impact among consumers," said Randall Beard, global head, advertiser solutions of Nielsen.

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