Nielsen, a leader in audience measurement and marketing intelligence, has renewed its multi-year agreement with Gray Media. This partnership will enable Nielsen to deliver comprehensive local television measurement across Grey Media’s extensive footprint in the 113 designated market areas (DMAs) in the United States where the company owns and operates local television stations.
Grey Media is one of the largest owners of prominent local TV stations and digital platforms in the country, engaging approximately 37% of the U.S. television audience. The company also owns 13 broadcast sports networks and 44 Telemundo affiliates, further solidifying its reach.
Gray Media’s President and Co-CEO, Pat LaPlatney, expressed enthusiasm about the renewed collaboration with Nielsen, stating, “We are pleased to extend our relationship with Nielsen for both our linear and OTT program streams. With the evolution of our viewership, our measurement partners must continue to innovate alongside us.”
Paul LeFort, Managing Director of Nielsen’s Local TV Client Services, highlighted the uniqueness of Nielsen’s capabilities, emphasising, “Only Nielsen possesses the scale, technology, and industry trust from both media buyers and sellers to support Gray Media’s growth strategies across their local TV and multicultural stations, as well as their broadcast sports networks. This partnership promises to drive growth and foster positive business results while ushering in a new era of innovation at the local TV level.”
Under this agreement, Nielsen will utilise its local TV audience measurement tools to provide comprehensive marketing intelligence for Grey Media across all 113 of its DMAs. This will encompass detailed measurement of Grey Media’s local TV channels, broadcast sports networks, and streaming services. Additionally, Grey Media will have access to Nielsen’s Ad Intel for competitive advertising spending insights in select markets, as well as to Scarborough consumer insights.
