• by Karlene Lukovitz  @KLmarketdaily, November 15, 2021

Antietam Broadband has signed a new multiyear TV measurement deal with Nielsen for the Washington, D.C. DMA.

Antietam provides residential and business digital television, high-speed internet and digital phone services in Washington County, Maryland.

Nielsen’s data will support Antietam’s ability to determine individual local performance and audiences for the cable networks it represents. Antietam will also be able to price its inventory based on Nielsen local TV ratings data.

Antietam cited Nielsen’s commitment to impressions in local TV as one factor in selecting the company.

In September, Nielsen announced that it will take the lead on an Impressions First Initiative that aims to establish adoption of impressions-based buying and selling in local markets across the U.S.

To facilitate the shift, it is being timed to occur in conjunction with the integration of broadband-only (BBO) homes into Nielsen’s local measurement metrics in January 2022.