Hubbard Broadcasting Taps Nielsen for Local TV Measurement

Multi-year deal includes Local TV ratings for all markets and includes Nielsen's Ad Intel

Nielsen's Local TV measurement powered by Big Data + Panel

NEW YORK, NY - February 5, 2025 - Nielsen, a global leader in audience measurement, data and analytics, and Hubbard Broadcasting have announced a new multi-year agreement for 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 that were licensed in November 2024. This new agreement also includes Ad Intel, Nielsen's comprehensive source of competitive Local media advertising intelligence, Scarborough, which provides consumer insights that connect the dots between media consumption and local brands, retailers, and consumer behaviors.

With Nielsen measurement, Hubbard Broadcasting will have the most holistic view of its audiences to better serve advertisers and make critical programming decisions. Nielsen's audience-first approach leverages direct panel measurement of cable, satellite, broadband and traditional Over-the-Air television households combined with Big Data from hundreds of thousands of cable and satellite households from across our Big Data providers. These unique assets, backed by best-in-class data science, deliver the most comprehensive, representative and accurate picture of Local TV audiences.

We are pleased to return as a Nielsen customer in Minneapolis-St. Paul and look forward to seeing how the new Big Data + Panel approach advances Local TV measurement, said Robert Hubbard, President, Hubbard Television Group. Nielsen's local market insights allow KSTP and KSTC TV to better understand our audience and serve them the local news, weather and sports content that most resonates.

Nielsen is excited to continue working with Hubbard Broadcasting and deliver the critical Local TV insights they need to drive content strategies and revenue opportunities across these important Local markets, said Paul LeFort, Managing Director of Nielsen's Local TV business. At the start of 2025, we're energized by the expanding scope of our Linear & Digital measurement, the activation of Big Data + Panel, and the incrementality from Local OTT audiences. Together, we are proud to partner with Hubbard and to empower their teams with best-in-class Local TV audience insights.

About NielsenNielsen shapes the world's media and content as 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 audiences-now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).

Media Contact:Sarah Muratore (sarah.muratore@nielsen.com)

LINK:	https://www.nielsen.com/news-center/2025/hubbard-broadcasting-taps-nie...
	See more stories from arbitron

More from Nielsen