NEWS4 January 2019

ComScore expands TV ad currency deal

Data analytics Media News North America

US – ComScore has expanded its partnership with Gray Television, effective as of 1st January.

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Gray has just completed its acquisition of Raycom Media for $3.6bn. ComScore will provide the local linear currency for all of Gray’s stations, as well as the majority of Raycom’s stations, including Cleveland and Louisville, two of its largest markets.

Following the acquisition, Gray now owns or operates TV stations in 91 US markets, with comScore serving as the ad ratings currency for 80 of these.

Bob Smith, chief operating officer, local media, at Gray, said: “When polled, our general managers in all 57 legacy Gray markets made clear they preferred comScore as their trusted currency – so it was an easy decision to shift all these markets to comScore. We also have been very pleased with the agency reaction to our decision, which confirms the growing industry confidence in comScore’s measurement methodologies both now and in the future."

Meanwhile, CBS has said it is in a ‘contractual impasse’ with comScore competitor Nielsen, sparking speculation that the network could seek a partnership with other data providers, including comScore.