Nexstar Says Yes To Multi-Year Nielsen Data Deal


There will be no loss of access to Nielsen’s suite of measurement services for the nation’s biggest operator of broadcast TV stations, and the company behind digital multicast offering Antenna TV and cable TV network WGN America.

A freshly signed multi-year agreement is now in place between the nation’s dominant audience measurement services provider and Nexstar Media Group.

The deal encompasses Nexstar’s 197 local television stations and digital subchannels across 115 markets, in addition to national ratings for WGN America and Antenna TV.

The agreement allows gives Nexstar access to its Scarborough Qualitative Service, along with such cross-platform solutions and digital measurement services as Digital TV Ratings (DTVR), Digital Content Ratings (DCR) and Digital Ad Ratings (DAR).

In addition, Nielsen will give Nexstar the ability to use supplementary support services such as Rhiza, Grabix, Prime Lingo and County Coverage in all of its markets.

Nielsen EVP Peter Bradbury was pleased about the new deal. “Nexstar Media Group is a true leader in the broadcast industry with a long, proven record of driving revenue and profits for advertisers,” he said. “Our alliance with Nexstar will leverage Nielsen’s unique suite of measurement services to establish a cross-platform currency that will provide audience insights across local linear TV, cable, mobile, desktop and over-the-top. We are committed to working actively with Nexstar to ensure that every station has the tools it needs to achieve its business objectives and deliver value and results to advertisers.”

Nexstar Broadcasting President Tim Busch added, “Nexstar’s company-wide relationship with Nielsen will allow our promotion, news and advertising sales teams to benefit from Nielsen’s full suite of audience ratings and combined audience data across all platforms in all Nexstar markets. Nielsen’s ability to provide unified audience measurement across
the entire 115 market Nexstar US television household footprint will further support our
company-wide commitment to best serve local and national advertising clients, with verified viewing and consumption data.”

The Nexstar pact follows the completion in October 2019 of a “major transformation” of Nielsen’s local television business, combining advanced meter technology, big data and people-powered panels into its local TV measurement service.