The CW taps in iSpot as measurement provider for pioneering LIV Golf League
iSpot, the real-time TV measurement company, and The CW – owned by Nexstar Media Group, America’s largest local television and media company with 200 broadcast stations in 116 markets – today announced that it would partner in order to measure cross-platform premium video campaigns and sponsorships associated with the 2023 LIV Golf Tournament across linear and digital properties.
The agreement between The CW and iSpot to measure the LIV Golf League is an industry first and a perfect match. While iSpot continues to drive innovation and momentum to diversify the long-standing industry currency model, the LIV Golf League – The CW’s first major programming investment for Nexstar – seeks to upend, revolutionize and revitalize the potential of the sport of golf among their younger, more cross-platform minded consumers.
“LIV Golf on The CW provides an innovative approach to sponsorship opportunities for brands and advertisers, and with our unprecedented integration across digital and linear—as well as traditional and offline channels—we needed measurement providers who could provide the most robust and accurate awareness measurement that we could generate,” said Michael Strober, Chief Revenue Officer, Nexstar Media Group. “Together with our partners at iSpot, we believe it is time to usher in a new era of audience measurement. As LIV disrupts the game of golf, Nexstar Media Group and The CW are disrupting the way traditional broadcast networks capture the full scope of audience metrics.”
iSpot, which has made currency deals with multiple networks for testing and deployment over the last year will provide its leading cross-platform audience and advertising measurement solutions to calculate the reach, frequency, average minute audience and impact of viewers and campaigns of the LIV Golf Tournament on Nextar-operated CW stations, as well as the CW app.
“We are really excited about the potential of what bringing premium sports programming like the LIV Golf League to The CW’s core consumers can do for both of these forward-thinking companies,” said Stuart Schwartzapfel, EVP Media Partnerships, iSpot TV. “Providing The CW, LIV Golf and the industry as a whole with best-in-class, cross-screen measurement will allow brands to identify and capitalize on premiere audiences and the CW to monetize these consumers in a way other legacy and upstart media measurement providers – some that continue to profit off media arbitrage strategies – fall needlessly short.”
Earlier this year, Nexstar Media Group announced an exclusive, multi-year U.S. broadcast television and streaming agreement for LIV Golf in order to bring a more engaging golf experience to a broader golf audience– a first for the upstart golf league.