Local TV Measurement Choice: Nielsen and Sunbeam Television
Nielsen has been selected as the local TV measurement provider for Sunbeam Television. Sunbeam Television owns WHDH-7 in New England's largest market and WSVN-7 in Miami. This choice holds significant importance as it will shape the way local TV viewership is measured and understood.WSVN's Journey as a FOX Affiliate
WSVN has been a FOX affiliate since the first of two major "Great Affiliation Swaps" in South Florida. Back in 1988, it made the decision to drop NBC and focus on local news. Under the leadership of Ed Ansin, WSVN embraced a heavy local news focus with Joel Cheatwood directing one of the first tabloid-style newscasts. At that time, local media mocked the station and its approach. However, over the years, WSVN has emerged as a dominant source of news. While The Miami Herald has faced challenges and competitors like WFOR, WTVJ, and WPLG "Local 10" battle in a marketplace that is increasingly Spanish-dominant and bilingual.Today, WSVN continues to hold its ground, providing comprehensive and engaging news coverage to the South Florida community. Its tabloid-style newscasts have become a staple, attracting a loyal audience that values local news and entertainment.
The station's success can be attributed to its ability to connect with the local community, providing relevant and timely information. WSVN has become a trusted source of news, whether it's breaking stories or in-depth investigations.
WHDH's News Approach in Boston
In Boston, at the end of 2016, history repeated for Ansin and Paul Magnes, co-President of Sunbeam Television Corporation and GM of WSVN. NBC affiliation at WHDH-TV came to an end, and the station adopted a heavy news approach similar to that in Miami. However, without any network ties, WHDH had to carve out its own path in the local market.The result was an interesting dynamic. NBC Boston struggled to gain a significant news audience, while WHDH held its own. This shows the importance of a local news focus and the ability to adapt to the changing market trends.
WHDH has become known for its in-depth reporting and community engagement. The station has built a strong reputation for providing accurate and reliable news, which has helped it attract a loyal following.
Expanded Agreement with Nielsen
For WHDH and WSVN, an expanded multi-year agreement with Nielsen includes its Local Over the Top (OTT) measurement. This measurement captures incremental impressions to Local TV and reports them with comparable metrics. This is beneficial for buyers, sellers, and content producers as it provides a more accurate understanding of local TV viewership.The addition of OTT measurement allows for a more comprehensive view of local TV consumption. It helps advertisers and content producers make more informed decisions about their marketing strategies and content production.
Nielsen's commitment to innovation in the Local TV space is evident in this expanded agreement. By delivering enhanced insights backed by their Big Data + Panel methodology, Nielsen is helping broadcasters like Sunbeam Television gain a deeper understanding of their audiences and improve their programming.