NEWS24 January 2024

Comscore expands Nexstar partnership

Media New business News North America

US – Media planning and evaluation firm Comscore has agreed a multi-year partnership with Nexstar Media Group on cross-platform audience measurement.

TV studio

The agreement will see Comscore provide Nexstar with measurement metrics across its local television, broadcast, network and digital businesses.

The partnership will see Comscore provide Nexstar with audience insights across screens to help advertisers optimise total reach and measure holistic cross-platform campaigns with de-duplicated in-flight monitoring of key metrics such as reach and frequency, incrementality and co-viewing.

The two companies have had a partnership since 2010 for local market measurement, but the latest agreement expands that pre-existing relationship.

Nexstar is a US diversified media company that produces and distributes local and national news, sports and entertainment content across television and digital platforms, with 200 owned or partner stations in 116 US markets. 

Comscore chief executive officer Jon Carpenter said: “Comscore is proud to expand its relationship with Nexstar Media Group to empower Nexstar’s advertisers to unlock optimal reach across key markets and platforms. 

“Our partnership demonstrates our ability to eliminate costly ‘make goods’ as Nexstar leverages the strengths of Comscore’s cross-platform solutions to ensure ad dollars are optimised across non-linear mediums to complete incremental reach to what is achieved by linear television.”

Michael Biard, president and chief operating officer at Nexstar, said: “Comscore’s ability to provide us with total audience measurement metrics across our local television stations and websites, NewsNation, The CW Network, and The Hill, enables our cross-platform sales team to leverage our unique scale and reach to customise bespoke advertising and marketing solutions for our clients.

“We look forward to offering our advertisers deeper insight into who is watching and interacting with our programming and when they are doing so, enabling them to focus on the audiences they want to reach.”