Nielsen, Sinclair Renew Ratings Vows


A multi-year renewal agreement has been signed that will allow Sinclair Broadcast Group‘s properties to use a series of measurement services from Nielsen across all of its over-the-air television stations, its regional cable news channel, its 22 soon-to-be-rebranded regional sports networks (RSNs), “several” digital multicast networks, and The Tennis Channel.

The new Nielsen deal includes Nielsen Scarborough, Ad Intel, Arianna and Grabix, as well as Digital in TV ratings measurement in select markets and platforms.

“As Sinclair has acquired and diversified its portfolio of media platforms, Nielsen’s solutions continue to be utilized across these assets including local TV measurement solutions for regional sports networks and out-of-home services,” said Catherine Herkovic, EVP and Managing Director at Nielsen Local. “We are proud to extend our longstanding alliance with Sinclair to power its strategic measurement initiatives that deliver bottom-line results relied upon by advertisers.”

In October, Nielsen announced that it had completed “a major transformation” of its local television business combining advanced meter technology, big data and people-powered panels into its Local TV measurement service.

This announcement of new currency measurement marked what Nielsen considers “the capstone of a comprehensive overhaul across 208 local markets.”

The positive news for Nielsen couldn’t come at a better time, as the company’s stock is set to open on Thursday at $11.85 per share. One year ago, it was priced at $26.21 and is down from $21.85 on February 21, when COVID-19 pandemic concerns first arose on a global scale.