Nielsen renews multi-year deal with Gray Media

Nielsen has renewed a multi-year agreement with Gray Media to provide local television measurement across all 113 U.S. designated market areas (DMAs) where the media company owns and operates stations.

The partnership will support Gray Media’s local TV, broadcast sports, and streaming properties while delivering insights across its multicultural audience base.

Gray Media, one of the largest owners of local TV stations and digital assets in the U.S., reaches roughly 37 percent of the country’s TV audience. Its portfolio includes 13 broadcast sports networks and 44 Telemundo affiliates, making comprehensive audience measurement crucial for growth and innovation.

Extending measurement and insights capabilities

Nielsen is uniquely positioned to measure live sports on streaming platforms and maintains partnerships with every major sports league. On the multicultural front, its U.S. persons panel spans more than 42,000 homes and 100,000 people, the largest of its kind domestically.

Pat LaPlatney, President and Co-CEO, Gray Media: “We are happy to renew our relationship with Nielsen for our linear and OTT program streams. As our viewership evolves, it is important that our measurement partners continue to innovate as well.”

Paul LeFort, Managing Director of Local TV Client Services, Nielsen: “Only Nielsen has the scale, technology and industry trust of both media buyers and sellers to power Gray Media’s growth strategies across their local TV and multicultural stations and broadcast sports networks. This collaboration will drive growth, positive business outcomes and the next era of innovation at the local TV level.”

Nielsen will provide Gray Media with holistic marketing intelligence, including audience measurement across local TV, broadcast sports channels, and streaming platforms, along with competitive advertising insights via Ad Intel and consumer analytics through Scarborough.

www.nielsen.com

www.graymedia.com

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