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Sinclair Broadcast Group has renewed a multi-year agreement with Nielsen TV ratings to measure its audience across the Hunt Valley broadcaster’s local stations, digital broadcast networks and national unwired network, the companies announced Thursday.

Sinclair reached the agreement with Nielsen Holdings plc. The broadcaster is awaiting the Federal Communication Commission’s decision on its proposed $3.9 billion takeover of Tribune Media, which would cement the company’s spot as the nation’s largest broadcaster, with control of 233 television stations that reach 72 percent of U.S. households.

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“Sinclair’s content plays a critical role for the communities in which it serves,” Megan Clarken, president of Nielsen, Watch, said in an announcement. “We’re delighted to continue our relationship with Sinclair and to support the countless growth opportunities involved in the deployment of ATSC 3.0,” the next generation TV broadcast transmission standard being rolled out.

Nielsen uses proprietary data and other sources to help its clients understand TV viewers and markets.

Marci Ryvicker, a senior analyst with Wells Fargo Securities, said she does not expect the renewal to have an adverse impact on Sinclair’s expenses.

“Our sense is Nielsen is expensive and not the most accurate....which is why broadcasters have been looking for other options,” Ryvicker said in a report. “Today's announcement suggests to us that [Sinclair] was able to get some nice concessions on price.”

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