In an era where the digital landscape is redefining traditional media operations, Nexstar Media Group, Inc. is forging ahead with an enhanced approach to advertising sales through its partnership with Salesforce, the world’s top AI CRM platform. On June 19, 2025, Salesforce announced that Nexstar will integrate its Salesforce Media Cloud and Agentforce initiatives, heralding a potential game-changer for local television station advertising.
The need for digital transformation is front and center for media companies. As advertisers increasingly pivot to digital platforms, they demand enhanced reach and more precise targeting. Recognizing this shift, Nexstar is utilizing the Salesforce platform to support its national and local advertising operations. With over 200 owned or partnered television stations and a sales force exceeding 1,600 personnel, the implications of this integration are significant.
At the heart of Nexstar’s strategy is the Salesforce Media Cloud. This platform promises to enhance the day-to-day operations of sales teams, offering near real-time visibility into ad campaign performance. "Nexstar is a leading force in the media industry, committed to delivering engaging content across its linear and digital platforms for millions of viewers,” said Jeff Amann, EVP and GM of Industries at Salesforce. The Media Cloud will enable Nexstar’s sales representatives to gain insights into ad fulfillment, streamline forecasting, and ultimately drive better outcomes for their clients.
A significant element of this initiative is the introduction of Agentforce for Media. This advanced solution allows Nexstar to deploy AI agents that support the sales division by automating time-consuming tasks. By utilizing pre-built functions such as advertising proposal generation, these AI agents will not only enhance product discovery but also expedite the creation of customized pitch decks. This shift is poised to free up sales representatives from labor-intensive activities, allowing them to concentrate on forging stronger client relationships and closing deals more effectively.
Brett Jenkins, Nexstar’s CTO, noted, “AI and intelligent agents are reshaping the future of ad sales and operations — empowering us to move beyond incremental gains toward transformative change.” Jenkins described the Agentforce platform’s ability to merge local expertise with data, which, in turn, enhances Nexstar’s services for advertisers. Such advancements could enable businesses of any size to leverage sophisticated tools that, until now, seemed reserved for larger corporate entities.
In addition to integrating these platforms, Nexstar plans to expand its use of Salesforce’s CRM Analytics and Revenue Cloud. The focus here is on consolidating operations onto a single platform, eliminating data silos that often plague complex organizations. This unified approach will provide Nexstar’s sales team with optimized insights, speeding up decision-making processes and improving overall efficiency.
For small business owners, these developments offer critical takeaways. While the immediate implications may seem tailored to larger media companies, the principles of automation, data unification, and real-time analysis have broad relevance. Small businesses can similarly harness technology to streamline their operations and enhance customer engagement. Investing in tools that facilitate real-time monitoring and data integration can lead to more informed business decisions.
However, small business owners should also consider potential challenges. The initial investment in advanced technology such as AI platforms can be significant, requiring careful budget management. Additionally, the implementation of new systems often requires training and adjustment, which can temporarily disrupt existing workflows. Business leaders must weigh these factors against the long-term benefits of improved efficiency and customer engagement.
As Nexstar embarks on this ambitious journey with Salesforce, the implications for the advertising landscape are profound. The media group’s focus on automation and data-driven insights signals a broader shift in the industry, where agility and responsiveness are paramount. For small businesses looking to adapt in this fast-evolving environment, the lessons from Nexstar’s strategic initiatives could provide a roadmap toward achieving similar efficiencies and growth.
This ongoing collaboration between Nexstar and Salesforce illustrates a clear trend: embracing technology is no longer optional but essential for competitiveness in both local and digital markets. For further details, you can read more about this initiative here.
Image Via Salesforce
