Nielsen will continue to drive growth and provide local audience measurement
insights via its one-stop-shop suite of marketing intelligence solutions
spanning Big Data + Panel, Ad Intel, Scarborough and NLTV.
January 26, 2026 - Nielsen, a global leader in audience measurement, data and marketing intelligence, and Hubbard Broadcasting today announced a multi-year partnership renewal in two major local television markets: Albany, New York (WNYT/NBC and WNYA/My4) and Albuquerque-Santa Fe (KOB 4).
Nielsen will help these stations effectively transact with local and national advertisers as well as provide research-driven outcomes in local news and entertainment programming. It will do so by employing a one-stop-shop approach spanning Big Data + Panel for local TV measurement, Scarborough for consumer insights and Ad Intel for competitive local ad spend insights.
The agreement expands the scope of Nielsen's relationship with Hubbard Broadcasting. Last year, the broadcaster tapped Nielsen for a multi-year collaboration involving local TV measurement of their services in the Minneapolis-St. Paul Television DMA in addition to the Duluth-Superior and Rochester-Mason City-Austin DMAs.
Michelle Donaldson, Vice President and General Manager of KOB-TV, said: We serve the entire state of New Mexico, so Nielsen's statewide measurement is important to us. We're always looking for ways to see the complete picture - in our communities big and small.
Said Gray Media President and Co-CEO Pat LaPlatney: We are happy to renew our relationship with Nielsen for our linear and OTT program streams. As our viewership evolves, it is important that our measurement partners continue to innovate as well.
Jon Hitchcock, Vice President and General Manager for WNYT/NBC and WNYA/My4, said: Nielsen remains an important measurement resource serving New York's capital region market. We look forward to working with them to strengthen our audience measurement in an evolving local TV landscape.
Remarked Paul LeFort, Managing Director of Nielsen's Local TV Client Services: We're thrilled to extend and expand our relationship with Hubbard Broadcasting, one of our country's premier local media companies. Together, our organizations are investing strategically to measure, report and monetize all of the platforms where local audiences engage with premium video content, as the local TV business continues to transform.
Added LeFort: Representative people-powered panels, combined with the data-driven techniques and scale of our Big Data partners, powers Nielsen's comprehensive measurement of local video audiences. These foundational elements deliver the solutions our local customers need to meet the evolving and expanding needs of valued customers like Hubbard.
About Nielsen Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences - now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).
Media Contact: Elaine Wong
Nielsen Communications
elaine.wong@nielsen.com
North America Stories
27/01/2026
Nielsen will continue to drive growth and provide local audience measurement
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Nielsen will continue to drive growth and provide local audience measurement
