Hubbard Broadcasting taps Nielsen for local TV measurement

Nielsen, a global player in audience measurement, data and analytics, and Hubbard Broadcasting have announced a new multi-year agreement for Local TV measurement of their services in the Minneapolis-St. Paul Television DMA in addition to the Duluth-Superior and Rochester-Mason City-Austin DMAs that were licensed in November 2024.

This new agreement also includes Ad Intel, Nielsen’s comprehensive source of competitive Local media advertising intelligence, Scarborough, which provides consumer insights that connect the dots between media consumption and local brands, retailers, and consumer behaviors.

With Nielsen measurement, Hubbard Broadcasting will have the most holistic view of its audiences to better serve advertisers and make critical programming decisions. Nielsen’s audience-first approach leverages direct panel measurement of cable, satellite, broadband and traditional Over-the-Air television households combined with Big Data from hundreds of thousands of cable and satellite households from across our Big Data providers.

These unique assets, backed by best-in-class data science, deliver the most comprehensive, representative and accurate picture of Local TV audiences.

Robert Hubbard, President, Hubbard Television Group: “We are pleased to return as a Nielsen customer in Minneapolis-St. Paul and look forward to seeing how the new Big Data + Panel approach advances Local TV measurement. Nielsen’s local market insights allow KSTP and KSTC TV to better understand our audience and serve them the local news, weather and sports content that most resonates.”

Paul LeFort, Managing Director, Local TV business, Nielsen. “Nielsen is excited to continue working with Hubbard Broadcasting and deliver the critical Local TV insights they need to drive content strategies and revenue opportunities across these important Local markets. At the start of 2025, we’re energized by the expanding scope of our Linear & Digital measurement, the activation of Big Data + Panel, and the incrementality from Local OTT audiences. Together, we are proud to partner with Hubbard and to empower their teams with best-in-class Local TV audience insights.”

www.hubbardbroadcasting.com

www.nielsen.com

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