Chicago-based media planning and buying applied technology service company MBuy is sticking with the nation’s dominant audience measurement data provider for local and national TV measurement.
The renewal of MBuy’s agreement by Nielsen provides it with “comprehensive access” to Nielsen’s local currency television (TV) ratings data across all Local television markets.
The new pact also sees new access to Nielsen’s advertising spend data, Ad Intel, providing ad intelligence data designed to illustrate competitive insights in terms of occurrence, spend and ratings data across 23 different media categories.
“Combining this with Ad Intel data will create the perfect local market lens in which to successfully execute our media planning and buying,” said MBuy EVP/Sales and GM Ryan Saurer. “This will help us deliver high-performance campaigns that meet our advertising and business objectives in the current competitive environment.”
Nielsen Managing Director Dave Hohman added, “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.”