Digital Gabe
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Scripps Makes A Move To Buy Triton

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Yesterday the E.W. Scripps company announced plans to buy Triton for $150M in an all-cash deal.  If you work in the streaming audio space you’re familiar with Triton as the leading measurer of streaming listening in the US.  Triton’s Webcast Metrics Ratings have filled the void created by Nielsen’s inability to come up with a comprehensive digital measurement solution.  Scripps’s purchase of Triton further strengthens their position in the measurement marketplace.

The timing of the Triton acquisition is interesting for Scripps.  They’re in the process of selling off all 34 of their radio stations to multiple buyers in order to focus on their local TV affiliate business.  Since broadcast TV is a relatively flat legacy business, Scripps has been looking for M&A opportunities in higher growth sectors.  When Scripps no longer owns any radio properties there won’t be any conflicts of interest between them and Triton’s broadcast and streaming clients.  So the synergies of this deal appear to be good for all parties involved.

 

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