Agreement Expands Relationship to Add Advertising Spend Data Along with Nielsen Currency Data Across 208 Local DMAs
New York, NY — Nov. 27, 2018 — MBuy, the leading media planning and buying applied technology service company with headquarters in Chicago, has renewed its agreement with Nielsen (NYSE: NLSN) for local and national TV measurement. The renewal will provide MBuy with comprehensive access to Nielsen’s local currency television (TV) ratings data across all Local television markets. The company also expanded the relationship to add access to Nielsen’s advertising spend data, Ad Intel, providing the most comprehensive source of ad intelligence data to glean competitive insights in terms of occurrence, spend and ratings data across 23 different media categories.
“Nielsen’s enhanced local TV measurement provides us a greater understanding and insights into each local marketplace, furthering our ability to plan and sell with confidence. Combining this with Ad Intel data will create the perfect local market lens in which to successfully execute our media planning and buying,” said Ryan Saurer, EVP of Sales and General Manager of MBuy. “We are excited to continue our relationship with Nielsen, which will help us deliver high-performance campaigns that meet our advertising and business objectives in the current competitive environment.”
“We are pleased to continue to provide accurate, real persons-based measurement to MBuy across 208 Local TV Markets,” said Dave Hohman, Managing Director, Nielsen. “In order to reach the actual consumers they are targeting (rather than households), advertisers need Nielsen’s currency data, because Nielsen measures persons – which is what marketers are buying advertising for. This is the only way to increase their marketing effectiveness, eliminate waste from campaign spend, and ultimately increase their ROI. We look forward to collaborating with MBuy in delivering sophisticated insights and expertise as they continue to meet the needs of their clients and innovate in the industry.”
This year, Nielsen is enhancing measurement across all Local TV markets. Nielsen’s local transformation allows agencies to forecast, deliver, and steward their buys. We know agencies need to pay for viewers who actually view their advertisers’ ads, not for people who have a chance to view the ads. We are bringing stronger, more robust and richer in-market measurement to ensure that Local TV Ratings reliably reflects actual TV Viewing. With our enhancements to integrate set-top box data and out of home viewership, media companies and agencies will have more reliable data, increased ratings fidelity, and richer local in-market consumer insights in which to conduct their business.