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.
Nesse novo acordo, os dados da Nielsen darão suporte à capacidade da Whitehardt de avaliar as diferenças de audiência, além de mudanças e tendências em cada mercado. Isso também permite que a agência avalie quais programas seu público-alvo está assistindo e determine o custo. Além disso, com o uso dos dados da Nielsen, a agência pode publicar para cada um de seus clientes um "boletim informativo" sobre se as emissoras atingiram a audiência esperada.
“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.”
Ela continuou: "A mudança da Nielsen para impressões é uma ótima notícia para nós, e temos utilizado com sucesso a compra baseada em impressões desde 2016. O uso de impressões tem se mostrado mais eficiente ao negociar com representantes de emissoras e obter o valor que nossos clientes merecem."
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.”
Sobre a Whitehardt
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 e national media buying, digital marketing, call center operations, and law practice management consulting. To learn more, please visit: www.whitehardt.com
Sobre a Nielsen
A Nielsen molda a mídia e o conteúdo do mundo como líder global em medição de audiência, dados e análises. Por meio de nossa compreensão das pessoas e de seus comportamentos em todos os canais e plataformas, capacitamos nossos clientes com inteligência independente e acionável para que eles possam se conectar e se envolver com seus públicos - agora e no futuro.
An S&P 500 company, Nielsen (NYSE: NLSN) operates around the world in more than 55 countries. Learn more at www.nielsen.com or www.nielsen.com/investors and connect with us on social media.
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Brigit Hennaman
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