New York, NY – Jan. 4, 2021 – Nielsen (NYSE: NLSN) and KTSF today announced an agreement under which Nielsen will provide a comprehensive suite of measurement services. This agreement includes local TV measurement, NLTV and Nielsen Scarborough. KTSF is locally owned and operated by the Lincoln Broadcasting Company, which is committed to providing quality news, information and entertainment programming in over seven languages, reaching over 2.2 million Asian Americans throughout the San Francisco Bay Area.
“We are proud to continue building on our legacy as the pioneer TV station in Northern California serving the Asian Community,” said Jack Schwartz, General Manager, KTSF. “We are committed to continuing to provide programming and advertising that is most relevant to our audiences and advertisers. Nielsen’s sophisticated data and insights, and Asian household measurement, will help us accelerate this imperative.”
As the only station in the U.S. that broadcasts live nightly news in Cantonese and Mandarin, KTSF also cited the value of using Nielsen’s Scarborough data to understand the media and consumer behaviors of Asian viewers, as well as the ability to analyze ratings data in a fragmenting media ecosystem as critical considerations in selecting Nielsen.
“KTSF is a leader in providing diversity and quality in Asian programming, and we are delighted to expand our relationship,” said Catherine Herkovic, EVP and Managing Director, Nielsen Local. “Nielsen is committed to measuring the total audience and ensuring full viewer representation. As the only company that can offer true persons level measurement capturing diverse audiences, Nielsen is proud to team up with clients that serve these populations.”
Last year, Nielsen announced that it had completed a major transformation of its Local Television business combining advanced meter technology, big data and people-powered panels into its local TV measurement service. This announcement of enhanced currency measurement marked the capstone of a comprehensive overhaul across 208 local markets.