We subscribe to Nielsen because we need to have full access to all information that will equip us with market data. Nielsen helps us:
1) place the most effective buys,
2) understand the market,
3) stay informed about the competition, and
4) hold stations accountable to negotiated ratings.
Although our placement is based primarily on tracking, we negotiate based on cost per point. If we did not subscribe to Nielsen, we would be at the mercy of our stations to provide us with rating info as well as other data such as Reach & Frequency.
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