The agreement will see Nielsen Voter Ratings being used in local television measurement for key markets.

National Media will use Nielsen’s tools to examine voter data and help local cross-media planning for political campaigns.

The company already subscribes to Nielsen’s national and local television ratings and local consumer tracker Nielsen Scarborough, as well as Local Nielsen Media Impact, which helps with television, radio and digital planning.

Adam Wise, vice-president at National Media Research, said: “As the race for November’s election continues to accelerate and media habits evolve, it’s vital for agencies to have accurate and timely information on how voters are consuming media.

“Our team has confidence that Nielsen Voter Ratings will provide an improved view of key audiences.”

Dan Malmed, managing director of the regional agency team at Nielsen, said: “We look forward to empowering National Media with true local cross-media planning, including radio, giving them a comprehensive understanding of how potential voters consume media in this 2020 election cycle.”