Comscore has landed an expanded deal with ViacomCBS, which has renewed its National TV measurement contracts with the consumer data and analytics firm seeking to compete against Nielsen.
Comscore has been providing ViacomCBS linear TV measurement since 2014.
Since then, their relationship broadened to help build out Viacom’s Vantage Platform. Now, ViacomCBS will be calling on Comscore to boost its traditional linear advertising campaigns on Comscore’s National TV currency, “a key element as the media and entertainment company looks to diversify its partnerships around measurement across both its linear and digital assets.”
Comscore Chief Revenue Officer Carol Hinnant noted, “We highly value our innovative partnership with ViacomCBS and are now pleased to expand the relationship to include traditional linear currency solutions. Once again we are proud to partner with ViacomCBS to change the currency landscape.”
ViacomCBS Chief Operating Officer of Advertising Revenue John Halley added, “Under its new ownership structure, Comscore is making meaningful strides in investment, engineering, and product innovation to support the industry’s evolving needs as a cornerstone measurement provider. We believe Comscore can drive significant value for ViacomCBS, helping us achieve our goals around cross-screen measurement, while supporting our efforts toward a diversified currency strategy.”