Comscore currency used for planning, transacting and evaluating media across platforms has worked so well for an owner of TV stations in three of its markets that it is widening its agreement with the company, allowing all of its television properties to use Comscore data.
The agreement allows all stations owned by The E.W. Scripps Company to use Comcaste local market television measurement data across all Scripps TV markets.
As part of this agreement, Scripps will also gain access to Comscore’s advanced automotive and political demographic currencies. This, Comscore says, allows Scripps to sell “the value and relevance, rather than just the size, of its audiences, in those key verticals.”
Scripps owns 33 TV stations in 24 markets across the U.S., including in Phoenix; Indianapolis; Detroit; San Diego; Denver; Las Vegas; Buffalo; and Cincinnati.
The agreement will include any stations added to the Scripps portfolio during the contract period, including the 18 stations Scripps has announced it will acquire from Raycom Media and Cordillera, in such markets as Lexington, Ky.; Waco, Texas; and Colorado Springs, Colo.
“Comscore and Scripps have a long history of working together and we are excited to grow this partnership across all Scripps stations and future stations,” said Comscore EVP/Local Markets Steve Walsh. “Our currency will help empower Scripps’ television stations to better value their ad inventories and help their advertisers better optimize their campaigns to reach their most valuable audiences.”