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Sinclair to cancel Nielsen

sounds like either Sinclair is introducing their own new in house ratings system or this is just a good old fashion contract negotiations. either way, this is risky for Sinclair to dump Nielsen ratings
 
It is surprising. Perhaps they've concluded in the medium markets where they are strongest that the Nielsen data hasn't been necessary to sell local ads generally, so they're saving the money.
 
umfan said:
It is surprising. Perhaps they've concluded in the medium markets where they are strongest that the Nielsen data hasn't been necessary to sell local ads generally, so they're saving the money.
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Are Nielsen's that expensive?
 
landtuna said:
Are Nielsen's that expensive?
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A larger TV group like Sinclair with 173 stations is likely paying well over $10 million a year. And that is with a portfolio of mostly medium and smaller DMA station.

Additionally, they have been using Rentrak since 2009, and likely could not justify buying two services.
 
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Morgan Wick said:
Color me skeptical. Tennis Channel just became Nielsen-rated and now Sinclair is going to ditch them?
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Big difference between local market sales and cable network sales.

Sinclair has been using Rentrak for nearly 9 years, and apparently thinks buying two measurement systems is not needed.

https://rentrak.com/

Also, remember that every channel/network is "Nielsen Rated". What stations pay for is the ability to access the data for programming and sales purposes. Agency buyers have access to full data, whether a channel or cable network is a subscriber or not.
 
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