A Big Political Agency Inks Deal For Nielsen Voter Ratings


WASHINGTON, D.C. — From offices in Alexandria, Va., National Media works with political campaign managers to research, plan, and manage an election campaign across all mediums.

This includes television. As such, National Media has committed to getting a better understanding of ad delivery to key TV audiences, while also gaining greater comprehension of the actual voter.

How so? On Monday (6/8), it inked an agreement with Nielsen to use its Nielsen Voter Ratings for local TV measurement in key markets.

This, Nielsen says, will help National Media to better understand the delivery of program audiences to voters as well as to voter data in Local Nielsen Media Impact, providing the company with local cross-media planning capabilities for political campaigns.

It’s an add-on for National Media, which already subscribes to Nielsen’s national and local TV ratings and to Nielsen Scarborough. In addition, National Media recently licensed audio data within Local Nielsen Media Impact, which enables TV, radio and digital planning.

“As the race for November’s election continues to accelerate and media habits evolve, it’s vital for agencies to have accurate and timely information on how voters are consuming media,” said National Media Research, Planning & Placement VP Adam Wise. “Our team has confidence that Nielsen Voter Ratings will provide an improved view of key audiences.”

Nielsen Voter Ratings in January rolled out an “enhanced cross-platform version” of its syndicated Nielsen Voter Ratings, expanding it to 208 markets. This, Nielsen says, enables media buyers and sellers to more effectively reach and understand the media preferences of potential voters.