Publicis Media’s Zenith has inked a new agreement for Nielsen‘s Local Television Measurement.
The renewal will provide Zenith with continued access to Nielsen’s local current TV ratings across all 210 Nielsen 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,” Zenith EVP/Local Media Investments Joe Cerone said. “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.”
As part of the company’s Local TV strategy, Nielsen is increasing the size of its panels by directly incorporating PPM 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 increased ratings fidelity, and richer local, in-market consumer insights, Nielsen says.
Michael Sharp, Managing Director for Nielsen Local Agencies, noted, “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.”
Nielsen adds that Zenith will leverage its suite of Local TV services including Nielsen Local TV View (NLTV) and Nielsen Scarborough for their media planning and buying process.
“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.”