Nielsen and Sinclair Broadcast Group Agree to Multi-Year Renewal for Local and National Audience Measurement

Rhea-AI Summary

The renewed multi-year agreement between Sinclair Broadcast Group (NASDAQ: SBGI) and Nielsen ensures the continued provision of audience measurement services across 197 local TV stations and one regional cable channel in 84 markets.

Sinclair will leverage various Nielsen tools, including Ad Intel and Scarborough, to enhance their audience insights and advertising effectiveness. The partnership aims to better understand audience behavior and improve programming decisions.

Nielsen's EVP, Catherine Herkovic, emphasized the importance of accurate measurement in a diversifying media landscape, reinforcing their commitment to unbiased audience insights.

Positive

• Multi-year renewal agreement solidifies Sinclair's access to Nielsen's comprehensive audience measurement services.
• Continued use of Nielsen tools like Ad Intel and Scarborough to enhance advertising insights and operational effectiveness.
• Access to audience-level insights across diverse platforms supports strategic growth initiatives.

Negative

• None.

Renewal includes measurement of local TV stations, national networks, regional cable channel, and national unwired network. 

NEW YORK, April 12, 2023 /PRNewswire/ -- Nielsen, a global leader in audience measurement, data and analytics, announced a multi-year renewal agreement with Sinclair Broadcast Group, Inc. (NASDAQ: SBGI), a leading provider of local news, for Nielsen Local and National audience measurement services.

As part of the agreement, Sinclair will continue to utilize Nielsen audience measurement services for 197 local television stations and one regional cable channel across 84 local markets, as well as its national networks, including the Tennis Channel, TBD, Charge! Comet, and national unwired network.

Sinclair will also continue to leverage a range of Nielsen tools to complement the aforementioned Local and National audience measurement and drive their business goals, including Nielsen Ad Intel, Nielsen Scarborough, and Nielsen TV/MRI Fusion.

Understanding audience behavior at the local and national level is essential in order to reach the right people at the right time. Utilizing a comprehensive suite of Nielsen solutions will give Sinclair a complete view of its audiences across its assets to better serve advertisers and make critical programming decisions. Nielsen's audience-first measurement uses a representative persons-level panel to deliver the most accurate picture of local and national audiences.

"We are delighted to continue as Sinclair's long standing provider of audience measurement and delivering insights that help power its strategic growth initiatives across local and national TV, regional sports and out-of-home services." said Catherine Herkovic, EVP, Managing Director, Audio and Local TV at Nielsen. "As the media landscape continues to become more complex and media owners continue to diversify their platforms, Nielsen remains committed to delivering accurate, equitable, and unbiased measurement across all forms of media."

About Nielsen
Nielsen shapes the world's media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram).

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SOURCE Nielsen

FAQ

What is the significance of the Nielsen and Sinclair Broadcast Group agreement announced on April 12, 2023?

The agreement ensures continued audience measurement services for Sinclair's local TV stations and networks, essential for optimizing advertising and programming.

How many local TV stations does Sinclair Broadcast Group operate under the new Nielsen agreement?

Sinclair operates 197 local TV stations under the renewed agreement with Nielsen.

What tools will Sinclair use to complement Nielsen's audience measurement services?

Sinclair will utilize tools such as Nielsen Ad Intel and Nielsen Scarborough as part of the agreement.

Why is audience measurement important for Sinclair Broadcast Group?

Audience measurement is crucial for Sinclair to understand viewer behavior, tailor programming, and improve advertising effectiveness.

What does the multi-year agreement between Nielsen and Sinclair Broadcast Group entail?

The agreement includes audience measurement services for both local and national markets, enhancing Sinclair's capability to serve advertisers.