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Waterloo Media/Sinclair Telecable and Nielsen Reach Multi-Year Agreement for Measurement Services

2 minute read | December 2020

Agreement Includes Nielsen’s PPM (Portable People Meter) and TAPSCAN

New York, NY – Dec. 15, 2020 – Nielsen (NYSE: NLSN) and Waterloo Media/Sinclair Telecable today announced an agreement under which Nielsen will provide measurement services for audio PPM measurement. Waterloo Media/Sinclair is Based in Norfolk, Virginia Beach, Newport News, Virginia, and Austin, Texas. This will be a renewal of services in Austin and a new multi-year deal in Norfolk, Virginia Beach and Newport News, Virginia. The agreement also includes TAPSCAN, the most widely used web-based sales proposal and analysis software system for radio. TAPSCAN is used by over 19,000 radio sales professionals and facilitates half a million proposals to radio buyers per year. 

The gold standard in radio audience measurement, Nielsen Audio’s long-established legitimacy, agency acceptance and widespread use among media buyers were some of the predominant reasons cited by Sinclair for entering into the agreement. 

“We are looking forward to using Nielsen data to help us demonstrate ROI for our advertisers,” said Bob Sinclair, Sr., President of Sinclair. “These insights will help us plan the most effective radio strategies for our clients, and showcase the value of radio.” 

“We could not be more excited to expand our relationship with Sinclair,” said Brad Kelly, Managing Director, Nielsen Audio. “As a long time industry leader, Sinclair continues to innovate, in the midst of so much fragmentation and change. As the landscape continues to evolve, we look forward to empowering Sinclair with the tools that they need for the future trajectory of measurement.” 

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge.

An S&P 500 company, Nielsen has operations in over 90 countries, covering more than 90% of the world’s population. For more information, visit



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Dawn Rowan