DOBBS FERRY, N.Y. — A full service direct response marketing agency serving the broadcast TV industry that said no to Nielsen has changed its mind, and has agreed to a multi-year agreement that again makes the nation’s dominant audience measurement data and analysis company the ad shop’s “service of choice for local TV measurement in all markets.”
The DR marketer now using Nielsen again is Lockard & Wechsler, located in the Westchester town of Irvington, between Dobbs Ferry and Tarrytown. It offers services such as media planning, buying and analytics.
The firm returns to Nielsen “after a brief hiatus,” and a Nielsen spokesperson noted that the deal follows two others where two other companies that eschewed Nielsen returned for local TV data: SagamoreHill and Block Communications.
Lockard & Wechsler EVP Rene Muñoz said, “As an agency, precision is paramount in our planning and we are excited about the value that this data will provide for our campaigns and our advertisers to accelerate ROI.”