Nexstar Says It Will Ditch Traditional Television Ratings

By Stephanie Tsoflias Siegel 

Nexstar, which is now the largest owner of broadcast stations, says it will ditch traditional television ratings.

Tim Busch, president of the company’s broadcast unit, told Variety that Nexstar has been working with Comscore to develop a system that would measure audiences across mobile platforms.

“We wanted to sell all platforms, indiscriminately of where our viewers are found, whether they are on their tablet, on their desktop, on their television, on their mobile device or whatever may be to come,” Busch said. “We are able to aggregate, de-duplicate and sell one set of eyeballs. When a company says ‘I want to reach your viewers,’ … we are of service to the advertiser to the fullest extent of what we can provide.”

Nexstar recently purchased Nexstar and now owns 200 stations in 115 markets, including ABC, CBS, FOX and NBC affiliates.

Nielsen, the company that has traditionally captured television ratings, released a statement saying the company supports Nexstar’s decision to measure the entire audience.

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