KSNV Adds Nielsen Audience Measurement

Intermountain West Communications, owner of KSNV, the NBC affiliate in Las Vegas (DMA 42), today announced an agreement to use both Nielsen television audience measurement and Nielsen Local Custom Toolbox .

Following its new programming strategy to enhance coverage of local news, KSNV reduced its amount of syndicated entertainment content, replacing it with more hours of local news. In addition, KSNV also expanded its focus to include leveraging digital channels by delivering local news online and through its apps for smartphones and tablets.

This new programming strategy, the station said, led it to adopt Local Custom Toolbox, which lets clients create custom geographies to better serve advertisers’ targeted marketing efforts, determine areas of the market that are in need of more outside media promotion and news coverage, and differentiate their audience performance and sales value to local and national advertisers.

“Nielsen had the right sales and research tools to help the station maximize its ratings and revenue potential under our new programming paradigm,” said Lisa Howfield, KSNV general manager. “In particular, Nielsen’s Local Custom Toolbox will be used by KSNV to gain further insights into the competitive media marketplace and viewer preferences. Additionally, Nielsen’s initiatives to add viewing on smartphones and tablets in 2014 will help broadcasters capture and monetize audiences on these mobile devices.”