Tribune Media’s renewal with Nielsen comes about a month after the broadcaster surprised some in the industry by also agreeing to use Rentrak audience measurement data at its 42 TV stations — including for their TV Everywhere streaming efforts. People are watching to see whether Nielsen’s hold on the local TV ratings business is in jeopardy at a time when many execs say its data shortchange them, for example by failing to count people who watch TV on mobile devices.
Tribune and Nielsen say that they now have “a long-term renewal agreement” for ratings at all stations and in every market. The broadcaster also will use Nielsen’s Out of Home (OOH) TV measurement and Return Path Data “when introduced.” In addition, it will use Nielsen’s new Mobile TV Ratings in markets that use its Local People Meters.
“Expanding our access to more detailed audience research and analytics is extremely important to our company,” said Tribune Broadcast Media President Larry Wert says. “We use Nielsen data regularly, and we are glad to have them as partners as video viewing habits continue to rapidly evolve.”
Nielsen EVP Matt O’Grady adds that he’s pleased about the companies’ “continued collaboration” as it builds services to measure the out of home audience, and incorporates Return Path Data from set top boxes into the ratings.
Last month CEO Dwight Barnes told analysts that local TV measurement “will continue to be a more challenging part of the market, and we’re fully focused on carrying out our product improvement plans for our clients.”
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