Nielsen and Tribune Media Co.'s Tribune Broadcasting said they have reached a long-term renewal agreement for Tribune Broadcasting to subscribe to Nielsen TV ratings for all of its stations in every market.
The new arrangement will provide Tribune Broadcasting with a comprehensive view of how consumers watch TV in the changing media landscape, the companies said. Tribune Broadcasting will be licensed to use Nielsen’s Out of Home (OOH) TV measurement and Return Path Data when introduced, as well as Nielsen’s new Mobile TV Ratings in Local People Meter markets.
“We are very pleased to have Tribune as a highly engaged, long-term partner,” Matt O’Grady, EVP and managing director for Local Media at Nielsen, said in a release. “We look forward to their continued collaboration as we incorporate key service enhancements such as measuring the out of home audience, capturing viewing on mobile devices, and incorporating Return Path Data from set top boxes into the ratings and calibrating the data using our projectable panels.”
“Expanding our access to more detailed audience research and analytics is extremely important to our company,” Larry Wert, Tribune Media’s president for broadcast media, said in the release. “We use Nielsen data regularly, and we are glad to have them as partners as video viewing habits continue to rapidly evolve.”
