New York – Dec. 16, 2021 – Nielsen (NYSE: NLSN) and Lilly Broadcasting LLC announced that they have reached a multi-year agreement for local TV measurement, including Nielsen Scarborough. Lilly Broadcasting, based in Erie, Penn., is a privately owned American broadcasting company. This agreement is for local TV stations in Erie including WSEE-CBS, WSEE DT2 – CW, WICU-NBC, and WSEE-CBS in Puerto Rico. TV stations in Elmira (Corning), NY, also included in the agreement are WENY-ABC, WENY DT2 – CBS and WENY DT3 – CW.
In this new agreement, Nielsen’s data will support Lilly’s ability to identify growth opportunities for audiences and revenue in their local markets. Nielsen’s solutions empower innovative broadcasters like Lilly to optimize its news, programming and promotion efforts to serve its communities and exceed advertiser expectations. Nielsen’s best-in-class ability to deliver daily data within three days of airing in markets like Erie and Elmira enables Lilly to compete more effectively regionally and within its individual markets.
"Escolhemos a Nielsen como fornecedora de nossa pesquisa local com base em sua capacidade de considerar todo o mercado", disse John Christianson, COO da Lilly Broadcasting. "Isso inclui o crescente segmento de residências com transmissão exclusiva. À medida que a Nielsen avança com a indústria em direção a uma aceitação mais ampla das impressões, vemos isso como um desenvolvimento positivo, já que nossas estações são transmitidas em uma infinidade de plataformas digitais que a Nielsen é capaz de capturar e relatar".
In September 2021, Nielsen announced that it will take the lead on an “Impressions First Initiative” to support an industrywide move to impressions-based buying and selling in local markets across the U.S. The move to impressions will occur in conjunction with the integration of broadband-only (BBO) homes into Nielsen’s local measurement metrics in January 2022. The inclusion of BBO homes accelerates the industry’s evolution to impressions-based transacting and enables the monetization of true cross-platform audiences.
"A Lilly é um cliente valioso e estamos entusiasmados com o fato de terem nos escolhido para sermos seu fornecedor de dados e insights de audiência", disse Catherine Herkovic, vice-presidente executiva e diretora administrativa da Nielsen Local TV. "Estamos ansiosos para capacitar a Lilly a mostrar seu valor para os anunciantes, pois ela inspira e informa as comunidades que atende."
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About Lilly Broadcasting Lilly Broadcasting, LLC is a privately owned American broadcasting company owned and operated by the Lilly Brothers’ Brian Lilly and Kevin Lilly. The company was founded in September 1999 with the purchase of WENY-TV (ABC) and WENY-FM & AM radio. In 2002, Kevin Lilly purchased WSEE-TV (CBS) in Erie, Pennsylvania, and has since added the CBS and The CW affiliates in Puerto Rico, Virgin Islands and ABC in the Virgin Islands.
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Nielsen
Brigit Hennaman
Brigit.Hennaman@nielsen.com
917-224-8246
