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.
“We chose Nielsen as the provider of our local research based on its ability to account for the entire marketplace,” said John Christianson, COO of Lilly Broadcasting. “That includes the growing segment of broadcast-only homes. As Nielsen moves with the industry toward broader acceptance of impressions, we see this as a positive development since our stations are carried on a multitude of digital platforms that Nielsen is capable of capturing and reporting.”
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.
“Lilly is a valued client, and we are thrilled that they have chosen us to be their audience data and insights provider,” said Catherine Herkovic, EVP, Managing Director, Nielsen Local TV. “We are looking forward to empowering Lilly to showcase its value to advertisers, as it inspires and informs the communities that it serves.”