The new deal will include SummitMedia’s nine markets for Nielsen’s Continuous Diary Measurement ratings, TAPSCAN and Nielsen Scarborough in all markets where available.
SummitMedia’s markets include Birmingham, Ala., Greenville-Spartanburg, S.C., Honolulu, Hawaii, Knoxville, Tenn., Louisville, Ky., Richmond, Va, Wichita, Kan., and Omaha-Council Bluffs, Neb., and Iowa.
“We are looking forward to utilizing Nielsen’s measurement and data analytic capabilities to showcase SummitMedia’s value to the advertiser and agency communities,” said Carl Parmer, Chairman and CEO of SummitMedia. “Consumers’ media habits are evolving at an incredibly rapid pace and having a faster read on audience trends is imperative. Continuous Diary Measurement will enable our teams to react more strategically and quickly.”