Nielsen, the specialist in audience measurement, data and marketing intelligence, has announced a renewed, multi-year deal with Gray Media. Nielsen will provide local television measurement across Gray Media’s entire US footprint in the 113 U.S. designated market areas (DMAs) where they own and operate local TV stations.

Gray Media is one of the nation’s largest owner of top-rated, local TV stations and digital assets that reach approximately 37 per cent of the US TV audience across its footprint. Gray Media also notably owns 13 broadcast sports networks and 44 Telemundo affiliates.

Gray Media President and Co-CEO, Pat LaPlatney, commented: “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 Nielsen’s Local TV Client Services, added: “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. We are very excited to be working with Gray Media as they continue to spearhead new ideas and a leadership first position in the industry.”

Per this agreement, Nielsen will utilise its local TV audience measurement solutions to deliver holistic marketing intelligence insights for Gray Media across all of its 113 DMAs. This includes comprehensive measurement of Gray Media’s local TV, broadcast sports channels and streaming properties. Gray Media will also tap into Nielsen’s Ad Intel competitive ad spending insights (in select markets) and its Scarborough consumer insights.

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Tags: measurement, nielsen, usa