Cunningham Broadcasting Reups With Nielsen

Baltimore-based Cunningham Broadcasting has signed a multi-year renewal agreement with Nielsen for local TV measurement.

Cunningham is subscribing to local market data for its WATM (ABC) and WWCP (Fox) in Johnstown-Altoona-St. College, Pa., as well as WTAT (Fox) in Charleston, S.C. The new agreement also includes the Nielsen Scarborough local qualitative service.

“We are excited to be working with Nielsen again,” said Michael Anderson, president of Cunningham Broadcasting. “The suite of products and services will benefit us and our clients tremendously.”

“We’re pleased to welcome WATM-ABC, WWCP-FOX and WTAT-FOX back to Nielsen and to our enhanced local TV audience data measurement capabilities, and we look forward to working with them to support their success in these unprecedented times,” said Catherine Herkovic, EVP and Managing Director, Nielsen Local. “Our core data, as well as the Scarborough qualitative information, will assist them in helping local advertisers know where to find their target consumers.

“We also recently announced the addition of Comcast return-path data (RPD) to measurement in 47 RPD+ markets effective in January 2021,” Herkovic added. “The addition of these data to the measurement of these markets brings increased sample size and stability as well as reliability of the data. With Nielsen’s currency-grade, representative measurement, the stations will be well positioned to demonstrate the full value of their linear, over-the-air and digital audiences to accelerate growth.”

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