Nielsen is launching an ad campaign across New York Times properties worldwide. Its intention is to clarify its ethos across cultures.

This marks the first such arrangement between an advertiser and The New York Times Company.

The campaign peaks in August when Nielsen will be the sole advertiser in PLAY, a sports magazine owned by the New York Times. The issue will be themed around the Beijing Olympics.

The campaign shall also include print, online, radio, mobile and targeted newsstand and mailing efforts.

Nielsen is positioning itself as a single source for "the most complete
understanding of global consumers," bringing "real clarity" to today's complex markets.

"We want to welcome the world to the new Nielsen," said SVP Karen Watson of communications.

"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."