SQAD Buys Audience Ratings Software Firm

In the US, SQAD - which provides a standard for tracking and forecasting TV, radio and web media costs - has acquired Wrapsidy, a firm which processes Nielsen's overnight ratings and TV sweeps audience estimates.

Wrapsidy's WRAP (Windows Rating Analysis Programs) product line features ratings tools for analysis of Nielsen's primary local rating sources: Overnights and Sweeps. The firm's clients also include the networks, syndicators, rep firms, station groups and individual stations.

Through the purchase, SQAD will gain these ratings, as well as Nielsen Station Index (NSI) data, which SQAD says will make it the industry's 'premier source for historic and current spot market metrics and forecasts'.

Discussing the transaction, Wrapsidy's founder Andy Eshkar said that the merger is a perfect fit. 'It combines diverse strengths that together give SQAD a much larger presence in the media industry. Tapping into the knowledgebase and expertise of each company, an opportunity now exists to create unique solutions for a wide range of media clients.'

SQAD CEO Neil Klar says that the purchase of Wrapsidy will provide its customers with greater transparency and market knowledge about spot TV advertising costs, including new methods and metrics for analyzing and forecasting the value of TV GRPs (gross ratings points).

'New metrics are being developed, new data analysis subsets are always in demand, and the dynamics by which agencies and advertisers use basic Nielsen data are constantly being refined,' noted Klar. 'Adding Wrapsidy's best-in-class products to our product line is another quantum step forward for us and our customers.'

Founded in 1992, Wrapsidy is online at www.wrap.com . SQAD is on the web at www.sqad.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.