Nielsen, a global audience measurement and media intelligence company, and Marketing Architects, a television advertising services provider, have announced an expanded partnership focused on advancing national TV measurement and campaign planning capabilities for advertisers.
The collaboration aims to address growing industry demand for faster viewership analysis and more precise campaign planning across national television advertising.
Effective immediately, Marketing Architects will utilize Nielsen for national TV measurement, expanding an existing relationship that previously focused on local television measurement solutions.
Marketing Architects was among the early adopters of Nielsen’s Media Data Engine (MDE), using the platform to support local television advertising campaigns through faster analytics, predictive capabilities and broader market visibility.
The expanded partnership now extends Nielsen’s MDE capabilities into national television campaign planning through integration with Annika®, Marketing Architects’ proprietary media-buying platform.
The companies stated that the integration is designed to provide advertisers with faster access to viewership data, deeper audience insights and improved campaign forecasting capabilities.
The partnership reflects increasing pressure within the television advertising industry to reduce delays in viewership reporting and improve the speed of campaign optimization.
By combining Nielsen’s MDE with the Annika® platform, Marketing Architects aims to help advertisers analyze audience data with greater scale and efficiency while supporting more informed media buying decisions.
Nielsen’s Media Data Engine delivers ratings and viewership data across all 208 Designated Market Areas (DMAs) within days after airing, providing broader market coverage and more timely performance analysis.
According to the companies, the enhanced integration also strengthens forecasting capabilities around premium broadcast inventory and major live television events.
Working with Nielsen’s MDE provides Marketing Architects’ clients with speed and 100% market coverage. Now, Marketing Architects’ clients will receive a layer of audience depth for national linear buys, as well as stronger inputs for forecasting viewership around high-profile broadcast events and informing premium inventory strategy.
The companies stated that improved access to audience intelligence can help advertisers plan and purchase campaigns with greater speed, precision and strategic depth.
“The TV industry has been working around a data lag for a long time,” says Christi Uban, Sr. Director of Media Investment, 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 with Annika, we’re now expanding it to a national level to provide clients with the insights they need to help them grow their businesses.”
The partnership also reflects broader industry shifts toward data-driven media buying and real-time advertising optimization as brands increasingly seek measurable campaign performance across television channels.
Nielsen stated that categories such as live sports continue to drive audience growth and advertiser interest across television, increasing the need for accurate and timely measurement solutions.
“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,” said Ryan Williams, SVP, Sales Director, Nielsen. “The rise and popularity of categories such as live sports is driving increased eyeballs to this sector and we’re looking forward to helping Marketing Architects and its clients unlock new opportunities to reach and engage with consumers in this space.”
The expanded collaboration positions both companies to support advertisers with enhanced audience analytics, faster reporting and more effective television media planning capabilities.
About Nielsen
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).
About Marketing Architects
Marketing Architects is an All-Inclusive TV agency that rebuilt the traditional agency model to help brands drive profitable growth. Founded in Minneapolis, Marketing Architects has spent 30 years building homegrown technology to solve TV's pricing, measurement and scale challenges.
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