The integration accelerates demographic audience delivery across local markets and modernizes local TV measurement in the U.S.
Locality becomes the first broadcast sales organization to implement
Nielsen's MDE offering at scale.
NEW YORK, April 15, 2026 - Locality, the leading local TV advertising platform connecting brands to local audiences across broadcast and streaming, and Nielsen, a global leader in audience measurement and media intelligence, today announced the integration of Nielsen's Media Data Engine (MDE) into Locality's broadcast advertising infrastructure.
This integration accelerates demographic audience delivery and modernizes local television measurement in the U.S.
Per this collaboration, Locality becomes the first broadcast sales organization to implement Nielsen's MDE offering at scale, enabling demographic audience delivery across all U.S. local markets to within four days of airing. Previously, this process took weeks.
The net industry benefit is a significant modernization of local TV measurement results, bringing greater speed, consistency and predictive capabilities to broadcast campaigns.
This partnership marks a major step forward for local broadcast, said Ann Hailer, President of Broadcast at Locality. For decades, local television has operated on delayed reporting cycles that limited agility and optimization. By integrating Nielsen's Media Data Engine directly into our infrastructure, we are accelerating access to trusted audience insights and enabling advertisers and stations to make faster, more informed decisions across local markets.
Nielsen's MDE is a next-generation data infrastructure designed to improve the timeliness and scalability of measurement. Through this integration, Locality gains streamlined access to Nielsen Local TV data across all 210 local markets, enabling more responsive campaign planning, in-flight optimization and performance monitoring.
Local advertisers and broadcasters need the same level of speed and insight that has transformed national and digital media, said Paul LeFort, Managing Director of Nielsen's Local TV Client Services. Our Media Data Engine was built to power the future of audience measurement and only Nielsen can reliably measure different demographics, including at the local level. By teaming up with Locality, we are introducing a new level of sophistication, innovation and possibilities for the entire local ad ecosystem.
The integration reflects a broader shift toward converged planning and more dynamic campaign management. By accelerating access to demographic audience insights, Locality and Nielsen are enabling local broadcast to operate with greater transparency, comparability and responsiveness across markets. Beyond immediate speed gains, the partnership also lays the groundwork for future innovation, including predictive analytics, AI-driven modeling, and more advanced audience-based applications in linear television.
This partnership is about building the infrastructure for the next generation of local advertising, said Michael Collins, CEO of Locality. Together with Nielsen, we are redefining what's possible for local media, bringing broadcast measurement into a more modern, intelligent era.
The integration is now live across all Locality-supported markets.
About Locality Locality is the industry's leading local TV advertising platform built for the converging world of broadcast and streaming, wholly owned by One Equity Partners. Operating across all 210 U.S. DMAs, Locality brings together premium broadcast and streaming inventory, data, and technology into a single platform. Its proprietary technologies include LocalX for planning, buying, and measurement; Darwin, its AI-powered local broadcast planning and optimization solution; Audience Engine, which transforms more than 25 billion local impressions into predictive audience insights; and Collective, which enables advertising planners and buyers to plan and activate across local TV at national scale with greater efficiency. Visit locality.com for more information.
About Nielsen Nielsen is a global leader in audience measurement, data, and media intelligence. 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 Contacts: Krista Crouch
KCrouch@mww.com
Elaine Wong
elaine.wong@nielsen.com
More from Nielsen
16/04/2026
The integration accelerates demographic audience delivery across local markets a...
15/04/2026
NBCU-Versant notches 13.1% of TV viewing in February, its best since August 2024...
15/04/2026
New data reveals older Kiwis are financially resilient, loyal to local products,...
14/04/2026
Ruiz has helped fuel growth for both client-side and media companies, including, most recently, TelevisaUnivision.
He will spearhead transformation, innovatio...
08/04/2026
New Gracenote study finds behavioral change well underway, but trust in AI-gener...
03/04/2026
New York April 2, 2026 TelevisaUnivision, the world's leading Spanish-la...
31/03/2026
Rebel Sport leads ad investment as brands compete for a large, active and qualit...
25/03/2026
The company expands leadership team under Chief Revenue Officer Amilcar Perez
S...
25/03/2026
Winter Olympic Games Opening Ceremony features in top 10 programmes of the month...
20/03/2026
After a series of increases, February brought the first slowdown in time spent in front of TV sets in a long time. While traditional television was losing viewi...
16/03/2026
NEW YORK - March 16, 2026 - A E Global Media and Nielsen today announced a new,...
12/03/2026
Cost pressures, switching intent and demand for savings and credit products are ...
12/03/2026
For the first time, Nielsen breaks out demographic information about FAST and AV...
06/03/2026
Nielsen Highlights Women's Sports Viewership Milestones Ahead of International Women's Day on March 8
New York March 5, 2026 According to Nielsen&#...
03/03/2026
Nielsen's DMA data gives Magellan AI users a standardized way to measure th...
02/03/2026
Harvey Norman tops New Zealand's biggest ad spenders as retail leads and telcos and beverages surge Auckland March 3, 2026 - Nielsen's New Zealand'...
27/02/2026
NEW YORK - February 26, 2026 - An estimated 32.6 million people watched President Donald J. Trump deliver the 2026 State of the Union address on Tuesday, Februa...
25/02/2026
This new offering helps solve for the need to move beyond traditional audience d...
25/02/2026
Gold-standard Gracenote content metadata will power Samsung's LLM-enabled entertainment search discovery experiences and more
NEW YORK February 25, 202...
24/02/2026
Disney Captures 11.9% of TV in January, Boosted by ESPN's ( 82%) College Foo...
20/02/2026
NEW YORK - February 10, 2026 - An estimated 125.6* million viewers watched Super Bowl LX on Sunday, February 8, according to Nielsen's Big Data Panel meas...
20/02/2026
NEW YORK - February 19, 2026 - Nielsen today shared updated and final Super Bowl...
19/02/2026
WBD edges above Polsat in only change in the top 10 content distributor rankings...
19/02/2026
Airlines and cruise operators ramp up spend as New Zealanders plan, compare and book online
Auckland, February 19, 2026 - New Nielsen Ad Intel data shows adver...
19/02/2026
The beginning of the new year brought a clear revival in front of television screens. The winter aura meant that Poles spent an average of 5% more time watching...
19/02/2026
New data also shows news content on FAST channels up 58% as streaming catalogs c...
17/02/2026
Cable Surges 9% on Strength of College Football Playoffs and News, while NFL Delivers Top 15 Broadcast Telecasts
ESPN (+82%) and FOX News Channel (+17%) Combin...
11/02/2026
NEW YORK - February 10, 2026 - An estimated 124.9 million viewers watched Super Bowl LX on Sunday, February 8, according to Nielsen's Big Data Panel measu...
10/02/2026
NEW YORK February 10, 2026 Nielsen's Gracenote, the global leader in entertainment metadata, today announced the continuation of its partnership with Go...
09/02/2026
Harvey Norman tops Australia's biggest ad spenders as finance and travel surge
Sydney February 9, 2026 - Nielsen's Biggest Ad Spenders of 2025 Report...
06/02/2026
Despite most never having strapped on skis or skates, Aussies are keen for some ...
05/02/2026
During this period, streaming comprised the majority of ad supported TV (45.6%),...
04/02/2026
Pilot To Launch with Super Bowl LX on February 8 and Continue with High Profile Live Events, Entertainment and Sports
Nielsen to Use State of the Art Wearable...
29/01/2026
Bluey' Wins Second Consecutive Top Streaming Title of the Year with 45 Billi...
28/01/2026
Airlines, cruise and tour operators double down on ad spend as Australians' prioritise travel
Sydney January 28, 2026 - New Nielsen Ad Intel data shows a...
27/01/2026
Nielsen will continue to drive growth and provide local audience measurement
in...
23/01/2026
Multi-year deal utilizes Nielsen's full suite of local audience marketing in...
23/01/2026
New York, NY January 21, 2026 - Neptune BidCo US Inc. (the Issuer or the Co...
22/01/2026
Strategic hire marks latest milestone in Gracenote's continued expansion into CTV advertising & monetization
New York - January 21, 2026 - Nielsen's Gr...
21/01/2026
The Living Room Remains Central: Nielsen Highlights Growing TV Screen Dominance ...
20/01/2026
December, the first month of winter and the holiday season, has traditionally encouraged families to spend time together in front of the television. During this...
20/01/2026
During December, streaming's share of TV viewing in Mexico settled at 24.3%, an increase of 0.1 share points from the previous month.
Disclaimer: YUMI TV,...
20/01/2026
Christmas Day is Most-Streamed Day Ever with 55 Billion Viewing Minutes, led by...
19/01/2026
The Majority of Those Surveyed Prefer to Buy Brands Who Advertise in Content Tha...
13/01/2026
Singapore - January 13, 2026 - Nielsen today announced the appointment of Matty Lin to its Commercial Organization as APAC regional sales leader.
Based in Sing...
06/01/2026
First-of-its-kind SSP capability delivers program-level insight and brand suitab...
22/12/2025
Paramount Scores Largest Share Increase Among Distributors as Paramount and CBS...
22/12/2025
New multi-year deal integrates Roku's data to fuel Nielsen's measurement suite
Roku gains access to Nielsen's streaming ratings, showing The Roku C...
19/12/2025
Partnership brings Nielsen ONE measurement activation directly into XR's adv...
The integration accelerates demographic audience delivery across local markets and modernizes local TV measurement in the U.S.
