Comscore has agreed to renew and expand its agreement to provide broadcast station owner Gray Television with its “full suite” of local market currency tools, including Comscore’s Advanced Automotive Demographics segments.
Importantly, Gray TV will now be using Comscore’s audience data as primary selling currency across 199 stations in 96 markets including its largest, Atlanta, and will serve as Gray’s exclusive currency in 95 of those markets. It’s bad news for Nielsen, which remains the television industry’s dominant provider of audience measurement and consumer psychographic data.
“Gray Television has been a terrific partner of Comscore’s for many years, and we are very excited to once again renew and expand our commitment to each other,” said Comscore Chief Revenue Officer Carol Hinnant. “Comscore’s local measurement service provides Gray and all of our clients with the audience insights made possible by our industry-leading and currency-quality measurement footprint of over 30 million homes across the U.S.”