Nielsen Monitor-Plus, Carat Reach Pact

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Nielsen Monitor-Plus has signed a multiyear renewal agreement with Carat USA, the eighth-largest U.S. ad agency, officials said Tuesday.

Nielsen Monitor-Plus will continue to supply competitive advertising intelligence to Carat USA, which has U.S. billings of $5.22 billion.

The monitor service supplies the agency with information such as local coverage, with spot-TV measurement in 210 DMAs, and brand-level detail for spot radio.

In addition, Monitor-Plus has a brand-classification system that Carat USA claimed allows it “to drill down to the most detailed level providing flavors and packaging to products,” according to Rob Frydlewicz, the agency’s vice president and director of research.

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