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Dallas Stars Tap Nielsen for Local TV Measurement

3 minute read | November 2023

Professional hockey team will use Nielsen Local TV Ratings in new multi-year agreement

NEW YORK – November 28, 2023 – Nielsen, a global leader in audience measurement, data and analytics, announced a new multi-year agreement with the Dallas Stars, the professional hockey team based in Dallas, Texas. As part of the agreement, the Dallas Stars will utilize Nielsen’s Local TV measurement and Nielsen Local TV View (NLTV) for accurate measurement of who is viewing the games at a local level.

The television viewing landscape continues to change, including a shift in the dynamic world of sports viewing. As regional sports networks evolve and consumers have new ways to access sporting events, sports teams are examining new ways of reaching and expanding their fan base. Understanding who is tuning in to games, when they are watching, how often and on which platform, is a critical part of reaching the right audience at the right time. Only Nielsen’s comprehensive and representative measurement provides customers with this actionable audience data. 

Nielsen’s Local TV measurement is uniquely capable of measuring the complete audience for the most accurate representation of viewing behavior. Only Nielsen’s measurement uses a unique combination of advanced metering technology, people-powered panels and data from millions of cable and satellite boxes to deliver metrics that are representative of what real people are actually viewing in local markets. Nielsen’s measurement captures local TV audiences across pay-TV, over-the-air and OTT services.

“We’re thrilled to provide the Dallas Stars with Nielsen’s best-in-class local TV audience data,” said Paul LeFort, SVP, Sales for Nielsen’s Local Television business. “With the most comprehensive view of who is watching their games across all platforms, the Dallas Stars can capitalize and connect with the audience that matters most–the fans.”

“In an era where analytics is more valuable than ever, Nielsen offers a service that will give us the most accurate picture of local and national audiences,” said Dallas Stars President and CEO Brad Alberts. “We’re passionate about producing the highest quality product for our viewers, and Nielsen provides us with the information we need to evaluate and improve our existing broadcast strategy.”

About Nielsen

Nielsen 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 and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram).

About the Dallas Stars

The Dallas Stars are a professional ice hockey team located in Dallas, Texas that plays in the National Hockey League (NHL). Founded in 1967 as the Minnesota North Stars, the team was part of the NHL’s first wave of expansion franchises and relocated to Texas in 1993. Since moving to Dallas, the Stars have played a transformative role in the growth of hockey in the southern United States through grassroots efforts, community involvement and tremendous fan support. Over the last 30 seasons, the club has made 18 playoff appearances, won eight division titles, captured two Presidents’ Trophies, three conference championships and won the 1999 Stanley Cup.