The new multi-year deal provides Nielsen audience measurement across Sinclair local broadcast and national “unwired” networks.The announcement comes as something of a surprise. Last June, Sinclair notified its advertisers and agencies that it would be using comScore ratings exclusively.
Sinclair Broadcast Group today announced a multi-year renewal of Nielsen TV ratings, reneging on an announcement last year to abandon Nielsen and use ratings of rival comScore only.
The agreement includes a range of services across Sinclair’s stations, digital broadcast networks and national unwired network.
“Sinclair’s content plays a critical role for the communities in which it serves,” said Megan Clarken, president of Nielsen, Watch. “We’re delighted to continue our relationship with Sinclair and to support the countless growth opportunities involved in the deployment of ATSC 3.0.”
“We’re pleased to have reached a mutually beneficial agreement with Nielsen,” said Steve Marks, EVP-COO of Sinclair. “We are happy to continue our long-standing relationship, and look forward to Nielsen’s investments in Local broadcasting, as well as its future support of ATSC 3.0.”
Last June, in a letter leaked to the press, Marks notified advertisers and agencies that it would use comScore ratings “exclusively.” At that time, Nielsen cautioned against making too much of the letter. “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,” it said.