At Nexstar, one of the largest owners of local TV stations in the United States, first-party data has become a key focus for engaging audiences and driving revenue. We sat down with Andrea Mooney, VP of Audience Platforms at Nexstar, to discuss her experience in building a first-party data strategy and what other organizations can learn from Nexstar’s journey.
Andrea, can you start by telling us a little about your background and how you came to work on first-party data at Nexstar?
My career began on the journalism side as a digital producer, working within traditional media organizations but always on the digital side. Early on, I realized that it wasn’t just about creating content—it was also about ensuring it reached the right audience. I became interested in how we could grow engagement and get audiences to interact more frequently, which naturally led to a focus on data collection. At Nexstar, my role is centered around identifying opportunities to collect zero-party and first-party data from our audience, always with the goal of increasing engagement.
Nexstar is an ad-supported business. Was there a particular catalyst that drove the organization to focus on collecting first-party data?
Yes, being an ad-supported business without subscription models, we had to explore new ways to build direct relationships with our audience. Email newsletters and sweepstakes have been two key methods for engaging users and collecting first-party data. Not only do these initiatives help build a connection with our audience, but they also offer monetization opportunities through sponsorships. So, while we don’t have subscription revenue, we’ve been able to collect valuable data that enhances our advertising strategies.
What was your approach to gaining internal buy-in for investing in a Customer Data Platform (CDP) and focusing on first-party data collection?
The CDP was initially brought in by our data team, but when I took over, I quickly realized the importance of partnering with editorial. Since I started my career on the editorial side, I understood how to communicate the value of first-party data in a way that resonated with them. The key was to align data collection efforts with the organization’s existing goals. By showing how first-party data could enhance editorial strategies, such as targeted newsletters or personalized audience interactions, we gained wider buy-in. Over time, we’ve also started working closely with product teams to explore feature-gating and other opportunities to enhance audience engagement.
Could you explain some of the strategies Nexstar has used to collect first-party data, especially in collaboration with your editorial team?
One of our main focuses has been on newsletters. We’ve worked to get editorial teams to see newsletters as an extension of a broadcast. For instance, a 5 PM local news program isn’t all that different from a newsletter that gets sent out at the same time—it’s all about keeping the audience informed. We’ve also started treating newsletters more strategically, organizing the content much like a newscast. Additionally, we’ve used lifestyle shows and sweepstakes to promote opportunities for data collection. Whether through on-air promotions or digital overlays, we’re always looking for ways to integrate data collection into audience interactions.
How important is testing in Nexstar’s first-party data initiatives, and how do you approach it?
Testing is at the core of everything we do. Every campaign or initiative starts with a hypothesis, and over time we make small, data-driven adjustments. For example, in newsletter acquisition campaigns, we might tweak the copy, change the image, or even adjust a visual element like adding a glow around a button. The key is to make incremental changes based on performance data. In fact, many of our newsletter acquisition campaigns have click-through rates that are five to ten times higher than standard display ads, simply because we continually optimize based on what works.
What advice would you give to organizations just starting out with first-party data collection?
Start with a clear use case—what do you want to achieve, what do you want to track, and how will you measure success? Keep it simple at first, and focus on optimizing along the way. It’s also important not to be intimidated by the technical side. I don’t come from a data engineering background, but once you understand how the different parts of a system work together, it becomes second nature. Be patient with the process, and remember that learning the tools takes time, but it’s absolutely worth the effort.
Looking forward, what’s next for Nexstar in terms of first-party data strategy and audience engagement?
We’re currently exploring ways to gate specific experiences on our websites. For example, we’re testing login requirements in our OTT apps, something that’s not currently required. Additionally, we’re experimenting with cross-network promotions across our national brands, like The Hill and NewsNation. Early tests have shown encouraging results, with each successive campaign performing better than the last. I’m excited to see where this leads, as I believe there’s a lot of untapped potential in how we can leverage our network of local and national brands.