Antietam Broadband Signs Multi-Year Agreement With Nielsen

Nielsen and Antietam Broadband Inc. have reached a multi-year agreement for local TV measurement in the Washington, D.C., DMA. Antietam Broadband is a telecommunications company offering a  range of digital TV, high-speed internet and digital phone services in Washington County, Md.

In this new agreement, Nielsen’s data will support Antietam’s ability to determine the individual local performance of the cable networks that it represents and the audience that each network delivers. Antietam will also have the capability to price its inventory based on Nielsen local TV ratings data.

“Nielsen’s data is the best on the market and the addition of Broadband Only (BBO) measurement in the new year will allow us to effectively showcase our value and the growth of our audience,” said Tony Heaton, Antietam’s director of media service. “As a full-service telecommunications provider, we have recognized the mission-critical need to use Nielsen data in order to provide the highest level of service to our community.”

He continued: “We are also excited about Nielsen’s commitment to impressions in local TV, which will benefit not only us, but the entire industry.”

In September 2021, Nielsen announced  that it will take the lead on an “Impressions First Initiative” to support an industry-wide move to impressions-based buying and selling in local markets across the U.S. The move to impressions will occur in conjunction with the integration of BBO homes into Nielsen’s local measurement metrics in January 2022. The inclusion of BBO homes will enable the industry to rapidly transition to trading on impressions, the company said.

“Antietam Broadband is a valued client, and we are thrilled that we will be providing our capabilities to support their success,” said Catherine Herkovic, EVP, managing director, Nielsen Local TV.  “Antietam’s support and enthusiasm for impressions-based buying further demonstrates this need across the industry, and we are looking forward to continuing to empower them with the insights that will enable them to go to the next level of advertiser effectiveness with their clients.”