A full-service telecommunications company owned by Schurz Communications since 1968 has reached a multi-year agreement for local TV measurement.
It’s a deal that will see Nielsen’s data support the Western Maryland-based MVPD’s ability to determine the individual local performance of the cable networks that it represents and the audience that each network delivers.
At the same time, it is a tale of small MVPD divergence, as a rural Kentucky telecommunications company has opted to phase out its cable television services by handing it to Dish Network via a partnership agreement.
Inking the deal with Nielsen is Antietam Broadband, which serves customers in Washington County, Md., a part of the Washington, D.C. DMA that includes Hagerstown.
For Antietam, the Nielsen data give it the capability to price its inventory based on Nielsen local TV ratings data. For small and independent MVPDs, this could be crucial for continuing such services, rather than taking the road of the Kentucky MVPD.
Antietam Broadband Director of Media Services Tony Heaton cited Nielsen’s addition of Broadband Only (BBO) measurement. “We are also excited about Nielsen’s commitment to impressions in local TV, which will benefit not only us, but the entire industry,” he said.
Nielsen Local TV EVP/Managing Director Catherine Herkovic commented, “Antietam’s support and enthusiasm for impressions based buying further demonstrates this need across the industry, and we are looking forward to continuing to empower them with the insights that will enable them to go to the next level of advertiser effectiveness with their clients.”
