Nielsen powers national TV insights for agency

The collaboration addresses growing demand across the television advertising sector

Nielsen and Marketing Architects have expanded their collaboration, with the television advertising services company adopting Nielsen’s national TV measurement capabilities to support campaign planning, buying and analysis.

The agreement takes effect immediately and extends an existing relationship that began with Marketing Architects’ use of Nielsen’s local TV measurement solution. The move is designed to provide advertisers with faster access to viewership data and deeper audience insights across national television campaigns.

National rollout builds on local success

Marketing Architects was among the early adopters of Nielsen’s Media Data Engine (MDE), using the platform to support local television advertising campaigns. The solution delivers audience measurement data with greater speed, consistency and predictive capabilities for broadcasters, agencies and advertisers.

Under the expanded agreement, Nielsen’s MDE will be integrated with Annika, Marketing Architects’ proprietary media-buying platform, at a national level. The integration is intended to provide access to real-time viewership inputs and faster analysis of campaign performance.

Faster access to audience insights

The collaboration addresses growing demand across the television advertising sector for quicker collection and analysis of audience data. Faster access to measurement insights allows advertisers and agencies to plan, optimise and purchase media with greater precision.

For Marketing Architects’ clients, the integration provides national audience measurement coverage alongside additional data to support forecasting around major broadcast events and premium inventory planning.

Nielsen’s MDE delivers ratings and viewership data across all 208 designated market areas (DMAs) within days of an airing, providing a consistent dataset for campaign evaluation and optimisation.

Industry focus on measurement innovation

Christi Uban, Senior Director of Media Investment, Marketing Architects: "The TV industry has been working around a data lag for a long time. We were one of the first to utilize Nielsen’s MDE on a local level and, fueled by the success we’ve seen, we’re now expanding it to a national level to provide clients with the insights they need to help them grow their businesses."

Ryan Williams, SVP, Sales Director, Nielsen: "We’re excited to be teaming up with Marketing Architects and look forward to helping to drive innovation and momentum for their clients on a national TV measurement basis. The rise and popularity of categories such as live sports is fueling increased eyeballs to this sector and we’re looking forward to helping Marketing Architects and its clients unlock new opportunities to reach and engage with consumers in this space."

www.nielsen.com

www.marketingarchitects.com

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