Local ratings for Tribune Broadcasting‘s over-the-air stations will continue for the foreseeable future, as will data tied to the company’s nationally distributed digital subchannel network Antenna TV.
That’s thanks to a multi-year agreement reached with Nielsen on Wednesday (2/7).
The agreement provides Tribune Broadcasting with complete measurement of Nielsen’s video audiences across TV and digital and its purchasing behaviors. Tribune Broadcasting will license syndicated local TV measurement for its broadcast stations (including WGN-9 in Chicago, WPIX-11 in New York and KTLA-5 in Los Angeles), national TV measurement for its digital subchannel networks and Scarborough for local, in-market consumer purchase behavior.
Megan Clarken, President of Nielsen Watch, commented, “Nielsen is bringing significant enhancements to local audience measurement across all content distribution platforms. We look forward to working with Tribune to maximize its revenue potential and demonstrate the value it offers to local and national advertising clients.”
Larry Wert, Tribune Media’s President for Broadcast Media, added, “Continuing our relationship with Nielsen assures us access to important audience research, analytics and currency. Nielsen data is an integral part of our daily business, and Nielsen is a valued partner in helping us navigate the ever changing media landscape.”