the news of the media audit was first reported by Advertising Age magazine March 15.
John Rinek, director of media and agency management at the automaker, told AdAge.com that Media Performance Monitor will work with Nissan and Matt Bryant, the independent media consultant who handled the review, to study "strategic media issues."
Mr. Rinek added the audit will continue for as long as Nissan sees value in it. Media Performance Monitor was picked because it "provided the capabilities we wanted for this type of assignment."
Nissan spends $1 billion annually in measured media.
Media Performance Monitor, located in Tarrytown, N.Y., is the recently launched U.S. branch of Billetts, a U.K. company that assesses more than $1.7 billion of global ad spending every year, representing 39% of the U.K.'s top 250 marketers. Proposals were also sent to Hawk Media, San Francisco; Media Analysis Plus, Chicago; and Media Audits, a U.K. firm with no U.S. office.