Advanced Television

CW taps iSpot as 1st measurement provider for LIV golf

March 9, 2023

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 – has 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, revolutionise and revitalise the potential of the sport of golf among their younger, more cross-platform minded consumers.

“As LIV Golf continues to, literally, change the game, so too is Nexstar Media Group, alongside The CW, revolutionising the way content and advertising is transacted upon. With an innovative approach to sponsorship opportunities for brands and advertisers, LIV Golf on the CW will be an immersive, omnichannel advertising opportunity in ways the industry really hasn’t seen before,” said Michael Strober, EVP and Chief Revenue Officer, Nexstar Media Group. “With this unprecedented integration of experiential omnichannel activations across digital and linear, as well as traditional and offline channels, we needed a measurement provider who could keep pace with our innovative approach to consumer monetization and we found one in iSpot.”

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 capitalise 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 US 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.

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