CBS TV’s stations in 17 U.S. markets will continue to use Nielsen’s Local Television Measurement for audience tracking.
A a new deal announced this morning Nielsen data will now allow CBS’s local stations to create specific trading by geography, audience characteristics or demographics.
“As many American cities are becoming more diverse and populations continue to grow, it’s critical for TV stations to have a complete picture of who’s viewing their content,” Said David Poltrack, chief research officer of CBS Corp. and President of CBS Vision, CBS’S 11-year old research arm. “We look forward to an exciting and fruitful relationship with Nielsen.”
Nielsen has also enhanced local TV measurement via more robust set-top-box data and out-of-home viewing.
“We look forward to helping CBS demonstrate their broad reach, and deliver upon enhancements in our local television service that will provide even greater accuracy and fidelity,” added Jeff Wender, managing director for Nielsen Local Media.