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Hearst Television has set a multi-year renewal of its contract with Nielsen to provide ratings for its local TV and radio stations.
The deal calls for Hearst to use a range of new Nielsen software and data tools in its selling its wares to local advertisers. The pact covers Hearst’s 30 TV stations in 26 markets and two Baltimore radio stations.
Hearst - Renewal - Nielsen - Wake - CBS
The Hearst renewal is significant for Nielsen in the wake of CBS’ threat to drop the ratings provider as its year-end contract expiration approaches. The major networks have long been frustrated with Nielsen’s struggles to keep pace with measurement needs in the multiplatform universe. Nielsen ratings, while still the industry standard currency for advertising deals, are becoming less central to the ad sales business as data...
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