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Nexstar Media Group today issued an open Request for Proposals seeking a next-generation audience measurement partner capable of providing data that accurately reflects the scale and power of the company’s national and local media businesses. It said: “As one of the country’s largest omnichannel media companies, with a newly reimagined ad sales group, Nexstar believes media measurement must innovate in new ways, with innovative new products and cutting-edge technology that better serve the needs of advertisers, publishers, and consumers.”
Michael Strober, Nexstar’s chief revenue officer, said: “Nexstar has an unprecedented collection of media assets, including the largest local broadcast group in the United States, a national cable news network, a free over-the-air television network, and a variety of digital media properties, and we need deeper, richer data about the audiences interacting with them.
“We believe current methods of audience measurement inadequately reflect our national reach and the effectiveness of the local activation we deliver to advertisers and marketers. We need to accelerate the pace of innovation in cross-platform measurement not just with national content, but with the content generated in every one of our local markets. We also must ensure that the best data is operational across the company.”
Nexstar said it intends to modernize how audience measurement is conducted and used with advertising clients, and recently appointed Hanna Gryncwajg, vice president of measurement innovation will lead this effort and oversee the RFP process. The company has also been actively engaging with new measurement partners, working earlier this year with