Nielsen gets into cannabis

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The TV ratings company is now going to rate the legal U.S. cannabis market

Since almost the invention of the TV, Nielsen Holdings has worked alongside broadcasters, providing its Nielsen Ratings to gauge viewership. Now, the company is expanding into cannabis and has formed a partnership with a data and analytics service provider for the cannabis industry in order to bring Nielsen Ratings to cannabis.

Nielsen has teamed up with Headset in order to provide “a read into the U.S. legal cannabis market for Consumer Packaged Goods (CPG) companies.” The duo is already preparing its first report, “The U.S. Cannabis Market Pulse Report,” which is scheduled to be released soon. It is designed to “provide a thorough overview of the legal recreational cannabis space from its infancy through 2018, including key market dynamics, cannabis-interested consumer perceptions and motivations, and insights into cannabis purchase dynamics and tendencies relative to CPG categories.”

Headset CEO Cy Scott explains of the partnership, “Strategically partnering with Nielsen, the leading information and data company in the world, is pivotal in helping to validate Headset’s mission and the mission of the cannabis industry as a whole. Bringing together Nielsen’s unequivocal knowledge in the field of analytics services and Headset’s breakthrough cannabis market measurement data will provide crucial support in the development of the first ever legal cannabis industry within the US.”

Nielsen, North America President Jeanne Danubio adds, “Nielsen has a history of providing leading-edge analytic services for emerging categories and industries, and we are taking a similar approach with the introduction of our comprehensive suite of Cannabis related insight services. We strongly believe that Headset is the right partner to complement our services, as we commence in our commitment to provide a complete view into the important legal U.S. cannabis market for our CPG clients.”