Ad Agency Returns to Nielsen After Year Hiatus
GateHouse Media, a boutique advertising agency headquartered in Columbus, Ohio, has renewed its agreement with Nielsen to provide behavioral insights and local TV measurement services. GateHouse, after a brief hiatus with another measurement company, returned to license Nielsen Local TV Ratings to provide its local advertising clients more reliable buying and market forecasting.
“We are pleased to return to Nielsen after our year away,” said Debbie Dalton, Founder and CEO of GateHouse Media. “We have a much greater appreciation of what Nielsen TV Ratings brings to our buying process as our clients need us to provide a reliable and complete viewing lens into our local consumer, and Nielsen is best equipped to provide that service.”
GateHouse Media chose Nielsen based upon a number of factors, including:
Coverage: Nielsen’s ability to measure a comprehensive scope of viewers in and
outside the home, as well as the growing viewing habits of cord-cutters and cord-nevers who rely on Over-the-Air for broadcast TV.
Reliability: Nielsen understands the nuances of the local market to reliably project and forecast the reach of the local audience.
Granularity: Nielsen provides the essential media-buying metrics of reach and frequency, along with persons-level metrics, that are critical to delivering accurate data in a cross-platform world.
“We’re delighted to welcome GateHouse Media back to Nielsen to take full advantage of our enhanced local TV measurement products,” said David Hohman, Managing Director, Nielsen. “We look forward to providing GateHouse Media with the great service and expertise they expect and to help them continue to build and grow their business using comprehensive and accurate audience measurement insights.”