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A year ago, Nexstar announced that they were leaving Nielsen and signing a deal with the audience measurement company Comscore.

At the time, Nexstar President Timothy C. Busch said, “Our expanded relationship with Comscore will enable Nexstar to deliver unparalleled data with scale in measurement and combined audience data across all platforms in all Nexstar markets. As consumer content consumption evolves, Comscore’s ability to deliver enhanced data -- and ultimately universal media measurement -- will support Nexstar and our go to market approach as we advance our strategies to best serve local and national advertising clients, particularly at the agency level, with qualified linear and digital viewing data.”

Here we are a year later and Nexstar has now signed back on with Nielsen. Let’s hear from Tim Busch again, “Nexstar’s company-wide relationship with Nielsen will allow our promotion, news and advertising sales teams to benefit from Nielsen’s full suite of audience ratings and combined audience data across all platforms in all Nexstar markets,” Busch says.

Word is that Nielsen offered Nexstar a deal they could not pass up.

Nielsen knew that not having Nexstar and their almost 200 TV stations as a client was sending a bad message.

So, what now happens to Comscore?

Does Nexstar keep both, or will they be getting out of the Comscore contract when they have an out?

Stay tuned…