DALLAS — The National Hockey League franchise that has called North Texas home for the last three decades has signed a multi-year agreement with the nation’s dominant audience measurement and media analytics company that gives it data designed to provide precise local viewing data.
The pact allows the Dallas Stars to use Nielsen‘s Local TV measurement and Nielsen Local TV View (NLTV) for the measurement of who is viewing the team’s hockey games at a local level.
Originally the Minnesota North Stars, the Dallas Stars quickly developed a strong and loyal fan base across the Metroplex in the mid-1990s. Today, their games air on Bally Sports, the beleaguered regional sports network owned by Sinclair Broadcast Group subsidiary Diamond Sports Group that’s winding through a difficult bankruptcy reorganization.
The Nielsen agreement is designed to determine who is tuning in to the team’s games, when they are watching, how often and on which platform. For Nielsen, this is “a critical part of reaching the right audience at the right time.” For the Stars, it could provide leverage for negotiating a broadcast television agreement should the Bally Sports relationship fizzle.
That is what has transpired for two other NHL teams. In Phoenix, the Arizona Coyotes left Bally Sports Arizona and now have a broadcast TV agreement with The E.W. Scripps Co.‘s KNXV-15. In Las Vegas, the 2023 Stanley Cup Champions, the Golden Knights, enjoy a broadcast TV agreement with Scripps’ KMCC-34.
In Dallas, network owned-and-operated relationships exist for The CW (Nexstar), FOX, NBC and CBS, while TEGNA owns ABC affiliate WFAA-8.
“In an era where analytics is more valuable than ever, Nielsen offers a service that will give us the most accurate picture of local and national audiences,” said Dallas Stars President/CEO Brad Alberts. “We’re passionate about producing the highest quality product for our viewers, and Nielsen provides us with the information we need to evaluate and improve our existing broadcast strategy.”
Paul LeFort, SVP of Sales for Nielsen’s Local Television business, added, “With the most comprehensive view of who is watching their games across all platforms, the Dallas Stars can capitalize and connect with the audience that matters most–the fans.”
— With reporting by Zachary Pollack, in Dallas
