Nielsen, the specialist in audience measurement, data and marketing intelligence, and Hubbard Broadcasting has announced a multi-year partnership renewal in two major local television markets: Albany, New York (WNYT/NBC and WNYA/My4) and Albuquerque-Santa Fe (KOB 4).

Nielsen will help these stations effectively transact with local and national advertisers as well as provide research-driven outcomes in local news and entertainment programming. It will do so by employing a one-stop-shop approach spanning Big Data + Panel for local TV measurement, Scarborough for consumer insights and Ad Intel for competitive local ad spend insights.

The agreement expands the scope of Nielsen’s relationship with Hubbard Broadcasting. In 2025, the broadcaster tapped Nielsen for a multi-year collaboration involving 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.

Michelle Donaldson, Vice President and General Manager of KOB-TV, commented: “We serve the entire state of New Mexico, so Nielsen’s statewide measurement is important to us.  We’re 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, said: “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.”

Paul LeFort, Managing Director of Nielsen’s Local TV Client Services, added: “We’re thrilled to extend and expand our relationship with Hubbard Broadcasting, one of our country’s premier local media companies. Together, our organizations are investing strategically to measure, report and monetise all of the platforms where local audiences engage with premium video content, as the local TV business continues to transform. Representative people-powered panels, combined with the data-driven techniques and scale of our Big Data partners, powers Nielsen’s comprehensive measurement of local video audiences. These foundational elements deliver the solutions our local customers need to meet the evolving and expanding needs of valued customers like Hubbard.”

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