The Nielsen Company

12/06/2018 | Press release | Distributed by Public on 12/06/2018 15:25

Sky Link Media Names Nielsen New Local Television Measurement Provider

Asian Media Company Will Utilize Nielsen's Enhanced Local Measurement Data and Insights Tools

New York, NY - Dec. 6, 2018 - Today, Nielsen (NYSE:NLSN) announced that Sky Link Media, a U.S. Chinese entertainment and news distributor with U.S. headquarters in San Francisco and Los Angeles, has named Nielsen its Local TV measurement provider. In this new agreement, Sky Link Media will benefit from Nielsen's enhanced local TV measurement services. Leveraging this resource, Sky Link Media will be able to provide agencies and media buyers with the most sophisticated data to make the most informed buying decisions.

'Having Nielsen will finally allow us to have an Asian media marketplace with standard industry metrics,' said Michael Moon, Director of Digital Media and Business Development at Sky Link Media in San Francisco. 'We want to provide ad agencies and media buyers the tools to justify increasing multicultural budgets. Being part of Nielsen is the first step in making buying the Asian market easy. We hope that other Asian media will join Nielsen with us for an inclusive view of the Asian TV landscape. Sky Link chose to start measuring the San Francisco Chinese market due to the concentrated Asian population in the area.'

This year, Nielsen is enhancing measurement across all Local TV markets. Nielsen's local transformation allows agencies to forecast, deliver, and steward their buys. We know agencies need to pay for viewers who actually view their advertisers' ads, not for people who have a chance to view the ads. We are bringing stronger, more robust and richer in-market measurement to ensure that Local TV Ratings reliably reflect actual TV viewing. With our enhancements to integrate set-top box data and out-of-home viewership, media companies and agencies will have more reliable data, increased ratings fidelity, and richer local in-market consumer insights to conduct their business.

'It's wonderful to see our media members utilizing Nielsen to advance the Asian market,' said Jay Kim, President, Asian American Advertising Federation (3AF). 'From 2000 to 2017, Asian-American buying power increased by 257%, to $986 billion, exceeding the increases in buying power for all other racial and ethnic groups. It is expected to reach $1.3 trillion in 2022. 3AF member agencies and media partners are ready to help savvy marketers in reaching this critical and influential consumer segment.'

'We're excited to welcome Sky Link Media to Nielsen to take full advantage of our enhanced local measurement capabilities,' said Jeff Wender, Managing Director, Nielsen Local. 'We're looking forward to empowering Sky Link Media with the tools that they need to measure the local market of San Francisco as they continue to expand their business in the U.S. by using our currency audience insights and enhancing their ability to buy and sell with confidence.'