Comscore Has Local TV Measurement Deals With Nexstar, Scripps And Gray
With new and expanded measurement deals with Nexstar and other local television broadcasters in hand, “We feel like the levee is breaking in local,” says Comscore CEO Bryan Wiener.
This week, Comscore announced an expansion of its deal with Nexstar, the second-largest TV broadcaster, provide measurement and ad sales currency for all Nexstar markets, including the stations recently acquired from Media General, as Broadcasting & Cable reports. In addition, Comscore will provide local measurement for E.W. Scripps stations and Gray Television, the latter calling for Comscore to be used exclusively in 80 of its 91 markets.
Wiener, who took over as CEO in the spring of 2018, local broadcasters are looking to compete more effectively with the likes of Facebook and Google.
“They want advanced targeting, and we are the solution that’s going to allow the local TV stations and the advertisers to do more granular targeting and try and reach customers for advertisers in more efficient ways,” says Wiener.
Nexstar will be one of the first broadcasters to deploy Comscore’s advanced cross-platform data attribution and audience measurement across its broadcast and digital platforms, including linear TV, mobile, and desktop devices, including OTT content consumption. Comscore plans to begin integrating linear and digital datasets in local TV markets in 2019.
This video is part of Beet.TV coverage of CES 2019.