Agreement Includes Access to Nielsen Currency Data Across All 210 Local DMAs
New York, NY — June 19, 2017 — Today, Nielsen (NYSE: NLSN) announced that Zenith, which is part of Publicis Media, has signed a new agreement for Nielsen’s Local Television Measurement. The renewal will provide Zenith with continued access to Nielsen’s local currency television (TV) ratings data across all 210 designated market areas (DMAs).
“At Zenith, we believe in having access to the most accurate and complete measurement data that provides us with a total market view of local TV audiences,” said Joe Cerone, Executive Vice President of Local Media Investments at Zenith. “Nielsen is making substantial investments in its Local Measurement solutions, and we look forward to the evolution of the market currency combining the best that panels, return path, census data, OTT and other sources have to offer to measure the total viewing audience.”
This year, Nielsen is enhancing measurement across all Local TV markets. As part of the company’s Local TV strategy, Nielsen is increasing the size of its panels by directly incorporating Personal People Meter™ measurement and by bringing set-top box data that delivers daily, year-round granularity and stability to all 210 DMAs. With these enhancements, media companies and agencies will have more accurate data, increased ratings fidelity, and richer local, in-market consumer insights.
“In today’s fragmented media environment, media buyers need access to dependable, actionable and accurate data that facilitates the advertising planning and buying process. Nielsen’s wide range of solutions enables agencies like Zenith to effectively deliver on an advertiser's campaign objectives while helping them uncover new audiences and consumer segments,” said Michael Sharp, Managing Director for Nielsen Local Agencies. “The enhancements that we are making to our Local TV service not only strengthen the measurement, but continue to bring the same level of confidence to the marketplace that the advertising industry has historically relied on to transact Local TV media buys across all markets. We are pleased to renew our agreement with Zenith and look forward to building on our ongoing relationship.”
Zenith will leverage Nielsen’s suite of Local TV services, including Nielsen Local TV View (NLTV) and Nielsen Scarborough, for its media planning and buying process. Leveraging multiple data resources, including Nielsen Local TV, Zenith will strive to maximize its clients’ media budgets and continuously assess and seek out best-in-breed data providers.
“These improvements are the key to the future of Local TV measurement,” said Frank Friedman, President of Local Media Investments at Publicis Media Exchange. “The addition of Nielsen electronic meters in the 140 markets currently measured by paper diaries will provide the complete market coverage that lacks from solely using return path data. We are encouraged by Nielsen’s continued advances in Local TV measurement.”
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen's Watch segment provides media and advertising clients with Nielsen Total Audience measurement services for all devices on which content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry's only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
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