Agreement taps Nielsen as leading provider of audience measurement for KSNV Las Vegas
New York – Feb. 26, 2014 – Nielsen, a global information and measurement company, and Intermountain West Communications, owner and operator of KSNV-TV, the NBC affiliate in Las Vegas, today announced an agreement to use both Nielsen television audience measurement and Nielsen Local Custom Toolbox in the Las Vegas market.
Following its new programming strategy to enhance coverage of local news in the market, KSNV reduced its amount of syndicated entertainment content, replacing it with more hours of local news. In addition, KSNV also expanded its focus to include leveraging digital channels by delivering local news online and through its apps for smartphones and tablets. This new programming strategy led KSNV to collaborate closely with Nielsen for Local Custom Toolbox, which offers clients the ability to create custom geographies to better serve advertisers’ targeted marketing efforts, determine areas of the market that are in need of more outside media promotion and news coverage, and differentiate their audience performance and sales value to local and national advertisers.
“Nielsen had the right sales and research tools to help the station maximize its ratings and revenue potential under our new programming paradigm,” said Lisa Howfield, KSNV General Manager. “In particular, Nielsen’s Local Custom Toolbox will be used by KSNV to gain further insights into the competitive media marketplace and viewer preferences. Additionally, Nielsen’s initiatives to add viewing on smartphones and tablets in 2014 will help broadcasters capture and monetize audiences on these mobile devices.”
“We are thrilled to work with KSNV again,” said Matt O’Grady, EVP Managing Director, Local Media, Nielsen. “KSNV is a perfect example of a local client who understands how to reach its audience where and when they watch local content and wants to share that story with the advertising community through industry-standard metrics and qualitative services.”
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
The Intermountain West Communications Company (formerly Sunbelt Communications Company) is the owner and operator of television stations in four media markets located in the western United States. Headquartered in Las Vegas, Nevada, IWCC was founded in 1979 following the purchase of KORK-TV, Las Vegas' NBC affiliate, by local attorney James E. (Jim) Rogers and 16 Las Vegas residents. KORK-TV was renamed KSNV-DT in 2010. Jim Rogers expanded IWCC's reach to include other stations in Idaho, Montana, Nevada, New Mexico and Wyoming. In 2013 IWCC reduced its holdings to three stations in Nevada, Idaho and Montana.