NEWS6 January 2021

Nielsen extends Tegna agreement

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US – Global measurement and analytics firm Nielsen has renewed a deal with news organisation Tegna to provide a local television ratings service.

Couple watching TV

The multi-year agreement will cover 34 Tegna local markets and has renewed or extended existing services provided by Nielsen, including analysis of consumer viewing habits and demographic characteristics.

Nielsen’s local television measurement includes cable, satellite and over-the-air viewers, as well as those who stream content online.

Last year Nielsen overhauled its digital measurement technology across various platforms as part of a plan to position itself as a platform company and adapt to developments including the industry-wide decreasing reliance on cookie-based measurement.

Catherine Herkovic, executive vice-president and managing director of Nielsen Local, said: “We are delighted to provide continued support to 34 Tegna markets with measurement services.

“As part of our client commitment, we will work alongside Tegna to ensure that each local station has the tools they need to deliver on their business objectives with access to valuable local audiences.”

Larry Delia, senior vice-president of media operations at Tegna, said: “Nielsen’s suite of data, products, and insights have a major impact on our business in these markets, and we look forward to working with them over the next several years.”