Key Points
- Nielsen has expanded its partnership with Marketing Architects to include national TV measurement tools.
- The integration combines Nielsen’s Media Data Engine with Marketing Architects’ Annika platform to improve campaign planning and analysis.
- Advertisers will gain deeper audience insights for national TV buys, especially around live events and premium inventory, Nielsen said in a statement.
Nielsen has expanded its relationship with Marketing Architects, giving the television advertising services company access to Nielsen’s national television measurement tools as advertisers seek faster and more detailed viewership data for campaign planning.
The expanded agreement takes effect immediately and builds on Marketing Architects’ earlier use of Nielsen’s local television measurement solution. Marketing Architects was among the first companies to adopt Nielsen’s Media Data Engine for local television advertising, using the platform to improve planning, buying and performance analysis for broadcast campaigns.
The new integration extends that relationship to national television, pairing Nielsen’s Media Data Engine with Annika, Marketing Architects’ proprietary media-buying platform.
The companies said the expanded collaboration is intended to address a persistent challenge in television advertising: the lag between when programs air and when advertisers receive usable viewership data. Faster reporting and analysis can help agencies and marketers adjust campaigns with more precision, particularly around high-demand inventory and live events.
“The TV industry has been working around a data lag for a long time,” said Christi Uban, the Senior Director of Media Investment at Marketing Architects. “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.”
Nielsen’s Media Data Engine provides ratings and viewership data across all 208 designated market areas within days of a program airing. The company says the platform offers greater consistency, speed and predictive capabilities for broadcast advertising campaigns.
For Marketing Architects, the national expansion gives its clients a deeper layer of audience data for national linear television buys while improving inputs used to forecast viewership around major broadcast events. The company also expects the integration to support premium inventory strategy as advertisers look for more efficient ways to reach viewers across national television.
Marketing Architects’ Annika platform is designed to ingest real-time viewership signals and analyze data quickly at scale, allowing advertisers to make faster decisions about media investment. By incorporating Nielsen’s national measurement data, the company says it can provide clients with stronger planning tools across both local and national television.
“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,” Ryan Williams, the Senior Vice President and Sales Director at Nielsen, said in a statement on Tuesday.
Williams said rising interest in categories such as live sports has created new opportunities for advertisers seeking to reach engaged television audiences. Live sports remains one of the most resilient areas of linear viewing, making more timely audience measurement especially important for marketers competing for premium inventory.
The expanded deal comes as advertisers, agencies and measurement companies continue working to modernize television buying amid fragmentation across broadcast, cable, streaming and digital platforms. Nielsen said its new partnership with Marketing Architects is part of a broader effort to make linear television advertising more responsive, data-driven and competitive with digital media.
