화이트하트 에이전시, 닐슨과 현지 TV 측정 서비스 제공업체로 다년 계약 체결

New York, NY – Oct. 21, 2021 – Nielsen (NYSE: NLSN) and Whitehardt Inc. announced that they have reached a multi-year agreement for local TV measurement in all markets. Whitehardt, based in Nashville, Tenn., is a full-service broadcast and digital media agency specializing in legal marketing and consulting for law firms. The agency offers national and local services and has been buying media for almost 20 years. 

이 새로운 계약에서 닐슨의 데이터는 화이트하트가 시청률 차이와 각 시장의 변화 및 트렌드를 평가할 수 있는 능력을 지원할 것입니다. 또한 대상 시청자가 어떤 프로그램을 시청하는지 측정하고 비용을 결정할 수 있습니다. 또한, 닐슨 데이터를 사용하여 방송국이 예상한 시청률을 달성했는지에 대한 '성적표'를 각 고객사에 게시할 수 있습니다.

“Nielsen’s continued enhancement of local TV measurement provides us the ability to plan and execute our media campaigns with confidence,” said Kylie Murdock, Director of Local Media at Whitehardt. “As TV viewership evolves, it’s critical to understand the shifting viewing behaviors and have a complete picture of each local market. As an agency that is relentlessly results driven, Nielsen’s insights will enhance our efforts to deliver great results for our clients.” 

이어서 그녀는 "닐슨의 노출 수 전환은 우리에게 좋은 소식이며, 우리는 2016년부터 노출 기반 구매를 성공적으로 활용하고 있습니다. 방송국 담당자와 협상할 때 노출을 활용하면 더 효율적으로 협상하고 고객이 원하는 가치를 얻을 수 있는 것으로 나타났습니다." 

In September 2021, Nielsen announced  that it will take the lead on an “Impressions First Initiative” to support an industrywide move to impressions-based buying and selling in local markets across the U.S. The move to impressions will occur in conjunction with the integration of broadband only (BBO) homes into Nielsen’s local measurement metrics in January 2022. The inclusion of BBO homes will enable the industry to rapidly transition to trading on impressions. 

“Whitehardt is a valued client, industry leader and a trailblazer in media buying, as demonstrated by its use of impression based buying,” said  David Hohman, Managing Director, Nielsen Media Demand Side at Nielsen. “We are excited to be able to provide the agency with sophisticated tools and insights that will accelerate results and increase ROI.”

화이트하트 소개

Whitehardt is a full-service broadcast and digital media agency specializing in legal marketing and consulting for law firms. Since 2002, Whitehardt has provided proven comprehensive attorney advertising strategies across all media. Whitehardt’s services include: broadcast TV and digital video production, local 그리고 national media buying, digital marketing, call center operations, and law practice management consulting. To learn more, please visit: www.whitehardt.com