Cambridge Analytica will merge its behavioural psychology and data analytics platform with comScore’s television measurement for media planning, buying and return on media investment research. 

ComScore’s advanced demographics will give Cambridge Analytica insight into which programmes, stations and times of day deliver the highest densities of target audiences.

"For years, the television industry used advertising targets that comprised demographics instead of actual product purchase or voter registration information because it was not available, resulting in wasted advertising dollars and imprecise ad targeting," said Cambridge Analytica’s head of TV, Ed DeNicola.

"Our alliance with comScore takes television ad-targeting to a new level, which not only includes better targeting, but also messaging."