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Nielsen and Sinclair Sign Agreement for Local TV Voter Ratings

2 minute read | August 2015

New Nielsen Service Quantifies TV’s Reach of Key Voter Segments

New York, NY – Aug. 6, 2015 – Nielsen (NYSE: NLSN) announced today that it has signed an agreement with Sinclair Broadcasting Group for Sinclair to license Nielsen’s Local TV Voter Ratings for six key political markets.

The agreement will provide Sinclair with Nielsen’s new Voter Ratings service, which delivers insights into how voter segments consume local media and quantifies local TV station reach for key voter categories utilizing Experian Simmons® PoliticalPersonas data. Sinclair is licensing the data in six markets that include Washington, D.C., Pittsburgh, Greenville-Spartanburg-Asheville, West Palm Beach, Las Vegas and Richmond, Va. Political ad spending in these markets is expected to be particularly robust, and Sinclair stations will be empowered to grow their share of political ad dollars and maximize their commercial inventory by leveraging Nielsen’s Voter Ratings solution.

“The 2016 political race is accelerating and ad spending is already flowing into local markets. Providing our clients with voter insights is critical to their success in this election cycle,” said Matt O’Grady, EVP and Managing Director for Local Media at Nielsen. “By using a blend of Nielsen’s local TV audience data with the latest voter and political persona data, our clients can deliver key voter segments to political advertisers with greater efficiency and effectiveness than ever before.”

Nielsen provides political ratings in the top 56 television DMAs and the top 48 audio Metros with reporting at the station, daypart and program levels. Nielsen’s Digital Ad Ratings also provide audience measurement for campaigns running across all digital screens.    


Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance.  Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit


Diane Laura, (646) 654-5757,