Nielsen and Sinclair Broadcast Group said they have reached an agreement for Sinclair to subscribe to Nielsen’s local television measurement service. The new comprehensive renewal agreement provides Nielsen’s TV ratings service for all 162 of Sinclair’s owned or operated stations, the companies said in a release.
The agreement also includes tools used for research and solutions which provide insights about what local consumers are buying and watching, they said. The local consumer insights will help the local stations demonstrate their ability to deliver a return on investment for their advertisers.
“Sinclair has been a long-term and valued partner and we are pleased to extend this important relationship with one of the country’s largest broadcast media owners,” Matt O’Grady, EVP and managing director for local media at Nielsen, said in the release. “The key facet of our Sinclair relationship is how we are helping them with their growth strategy to win more ad revenue and fully leverage their strong presence in local markets.”
“Nielsen is delivering a coordinated group of solutions that is important to our business,” David Amy, EVP and chief operating officer of Sinclair, said in the release. “Our stations use Nielsen data every day, and we appreciate the investments they are making in an effort to stabilize ratings and capture more viewing sources.”