Nexstar announces TViQ for managing ads across broadcast, digital

The TViQ service integrates proprietary data from Nexstar’s owned and operated U.S. TV stations. (Getty Images)

Nexstar Digital, a subsidiary of the Nexstar Media Group of TV stations, announced the launch of its proprietary TViQ audience solution for national and local advertisers that uses local broadcast audience data to reach viewers across digital platforms.

The TViQ service, the company says, integrates proprietary data from Nexstar’s owned and operated U.S. TV stations to enable national and local advertisers to maximize their reach across local broadcasts and on digital platforms. Nexstar says its first-party station audience data is one of the key elements that differentiate TViQ from other audience solutions.

“Nexstar Digital is in a unique position to help advertisers navigate the complexities of video advertising across every screen and maximize target audience delivery across the entire Nexstar owned and operated portfolio of assets, which we expect to increase substantially in the near future,” Greg Morrow, head of Nexstar Digital’s platform group, said in the announcement.

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“We are continuing our history of innovation by integrating and activating Nexstar audience data for digital advertisers, which creates powerful audience solutions for national, regional and local advertisers,” Morrow said. “Additionally, TViQ increases the value of inventory for our premium digital publisher partners, enabling them to grow their ad revenue across all screens.”

Morrow added that TViQ gives advertisers a unique opportunity to build integrated media plans that maximize efficient target reach and activate those campaigns across multiple screens.

Nexstar Media Group operates 174 television stations that cover 38.7% of U.S. households, including affiliates in Tampa, Florida; Phoenix, Arizona; Nashville, Tennessee; Indianapolis, Indiana; and Salt Lake City, Utah, and it is the second-largest U.S. broadcaster after Sinclair Broadcast Group. In December 2018 Nexstar announced a $6.4 billion offer for Tribune Media that would make the combined company the largest U.S. broadcaster.