FTS and Nielsen Sign Long-Term Agreement

By Chris Ariens 

Fox Television Stations has signed a new long-term agreement with Nielsen for audience measurement services for all of the group’s 28 stations, adding Charlotte FOX O&O WJZY/WMYT, which was not part of their previous agreement.

“The investments that Nielsen is making to Local TV are part of its overall strategy to deliver all-electronic measurement,” the two said in a joint press release. “This effort combines Nielsen’s gold-standard panels with the strength of big data sources to provide Local TV clients like FTS with stable and accurate data that help them better compete in the marketplace.”

“FOX continues to be at the forefront of delivering valuable local content to its viewers,” said Jeff Wender, Managing Director for Nielsen Local Media. “This strategic agreement builds on the long-term relationship and mutual respect that exists between FOX Television Stations Group and Nielsen. We are excited to deliver an enhanced local measurement portfolio for more strategic decision making and increased ROI to advertisers.”

As Nielsen is often the only reliable measurement agency in any given market, some stations have often gripped about Nielsen’s services.

Just yesterday, FOX25 in Boston, which was formerly owned by Fox but now owned by Cox, said it was “disappointed” that Nielsen had chosen to restate February ratings in the Boston market. “But it is up to Nielsen to select the households that determine ratings,” a statement reads, “FOX25 plays no role in that process.”