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Nielsen and CBS Television Stations Renew Relationship with Multi-Year Agreement for Local TV Ratings Service

2 minute read | February 2017

New York, NY – Feb. 8, 2017 – Nielsen (NYSE: NLSN) today announced that CBS Television Stations has signed a multiyear renewal agreement for Nielsen’s Local Television Measurement. The renewal provides local market ratings insights for CBS owned and operated stations in 17 U.S. markets.

CBS Television Stations will utilize Nielsen’s local television services, including Local Digital in TV Ratings, to provide their stations with a broader and deeper understanding of their complete over-the-air and digital audiences. The suite of services will also allow CBS local stations to have an in-depth look at consumers’ viewing habits across their markets, and create specific trading areas whether they are by geography, audience characteristics or demographics.

“As many American cities are becoming more diverse and populations continue to grow, it’s critical for TV stations to have a complete picture of who’s viewing their content. Nielsen’s local television services enable us to maximize our viewership and deliver value to our local advertisers,” said David F. Poltrack, Chief Research Officer of CBS Corp. and President of CBS VISION. “We look forward to an exciting and fruitful relationship with Nielsen.”

In addition, Nielsen’s use of big data including set-top-box data and out-of-home viewing will deliver more stability, boost ratings fidelity and increase market insights. These enhancements to Nielsen’s local television services will help CBS local stations and others capture all viewing occasions in an effort to demonstrate the strength of their total audience.

“We’re delighted to reach an agreement with CBS Television Stations,” said Jeff Wender, Managing Director for Nielsen Local Media. “CBS is at the forefront of delivering quality content across a wide range of consumer devices, both at home and outside in the local community. We look forward to helping CBS demonstrate their broad reach, and deliver upon enhancements in our local television service that will provide even greater accuracy and fidelity.”


Nielsen Holdings plc (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 Nielsen Total Audience measurement services for all devices on which 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 also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit


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