In a letter to advertisers, EVP Steve Marks says the mega-station group will use comScore exclusively for audience measurement starting in 2018.
Sinclair Turns To ComScore For All TV Ratings
In an apparent setback for Nielsen, Sinclair Broadcast Group has informed its advertisers and agencies that it will be using comScore broadcast ratings “exclusively” beginning next year, according to a May 25 letter from the station group to its clients obtained by TVNewsCheck.
“We understand that there are choices in local broadcast measurement, and Sinclair will continue to work with our clients to ensure their buys meet expectations,” EVP and COO Steve Marks says in the brief letter.
An audience measurement upstart, comScore, which absorbed Rentrak, has been slowly cutting into Nielsen’s one-time monopoly on broadcast ratings.
In response to a request for comment, a Nielsen spokesperson issued a statement that suggests that Sinclair’s move to comScore is not as final as it may appear.
“Though we do not comment on contract negotiations publicly, Sinclair is a longtime and enduring client of Nielsen’s and we continue to work closely with them to meet and exceed business needs,” the statement says.
No immediate word from Sinclair and comScore.