Whitehardt Agency Signs Multi-Year Agreement With Nielsen

Nielsen and Whitehardt Inc., announced that they have reached a multi-year agreement for local TV measurement in all markets. Whitehardt, based in Nashville, is a full-service broadcast and digital media agency specializing in legal marketing and consulting for law firms. It offers national and local services and has been buying media for almost 20 years.

In this new agreement, Nielsen’s data will support Whitehardt’s ability to evaluate viewership differences, plus shifts and trends in each market. It also allows it to gauge which programs its target audience is viewing and determine cost. Additionally, with the use of Nielsen data, it is able to post for each of its clients to show a “report card” on whether stations delivered the viewership that was anticipated.

“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.”

She continued: “Nielsen’s move to impressions is great news for us, and we have successfully utilized impression-based buying since 2016. Using impressions has shown to be more efficient when negotiating with station representatives, and getting the value that our clients deserve.”

In September 2021, Nielsen announced that it will take the lead on an Impressions First Initiative to support an industry-wide 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. Nielsen says the inclusion of BBO homes “will enable the industry to rapidly transition to trading on impressions.”