Nielsen renews Hubbard local TV measurement deal

Nielsen has renewed a multi-year partnership with Hubbard Broadcasting covering two major local television markets: Albany, New York and Albuquerque–Santa Fe. The agreement spans WNYT/NBC and WNYA/My4 in Albany, and KOB 4 in New Mexico.

Under the renewed deal, Nielsen will support the stations in trading effectively with local and national advertisers while delivering research-driven insights into local news and entertainment performance. The work will combine Big Data plus panel-based local TV measurement with Scarborough consumer insights and Ad Intel analysis of local advertising spend.

Expanded scope across multiple markets

The renewal builds on an existing relationship between the two companies. In the previous year, Hubbard Broadcasting selected Nielsen for a multi-year collaboration covering local TV measurement in the Minneapolis–St. Paul designated market area, as well as the Duluth–Superior and Rochester–Mason City–Austin markets.

Across the Albany and Albuquerque–Santa Fe regions, Nielsen’s measurement is intended to provide a consistent view of audience behaviour and advertising performance as viewing habits continue to evolve across linear and digital environments.

Michelle Donaldson, Vice President and General Manager of KOB-TV: “We serve the entire state of New Mexico, so Nielsen’s statewide measurement is important to us. We are always looking for ways to see the complete picture in our communities, big and small.”

Jon Hitchcock, Vice President and General Manager for WNYT/NBC and WNYA/My4: “Nielsen remains an important measurement resource serving New York’s capital region market. We look forward to working with them to strengthen our audience measurement in an evolving local TV landscape.”

Measurement in a changing TV environment

Nielsen positions the agreement as part of its wider effort to support local broadcasters as audience consumption fragments across platforms. The company combines representative panels with large-scale data partnerships to measure viewing across linear and over-the-top services.

Paul LeFort, Managing Director of Nielsen’s Local TV Client Services: “We are pleased to extend and expand our relationship with Hubbard Broadcasting. Together, our organisations are investing to measure, report and monetise the platforms where local audiences engage with premium video content, as the local TV business continues to transform.”

LeFort added that people-powered panels, alongside data-driven techniques from Big Data partners, underpin Nielsen’s approach to comprehensive local video measurement, enabling broadcasters to respond to the changing needs of advertisers and viewers.

www.nielsen.com

www.hubbardbroadcasting.com

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