Comscore to conduct local measurement for Spectrum Reach

US – Media evaluation firm Comscore will carry out local audience measurement for Spectrum Reach, the advertising sales business of broadband connectivity company Charter Communications.

TV analytics

The agreement, which will initially cover the southeast of the US, will allow Spectrum Reach to allow advertisers to quantify their multiscreen behaviour and make business decisions based on data and audience-based impressions for television.

Strong Automotive Merchandising, a Spectrum Reach client who buys media on behalf of automotive dealers in the US, has also moved exclusively to buying on Comscore’s television currency in the US southeast.

Carol Hinnant, chief revenue officer at Comscore, said: “The industry knows the future needs a different means to measure, transact and evaluate success in media.

“We look forward to working closely with Spectrum Reach as their preferred source for local audience measurement.”

Beth Plummer, senior vice-president and chief revenue officer at Spectrum Reach, said: “The industry is ripe to move past traditional measurement models of age and gender to more data-driven, audience-based metrics.

“Spectrum Reach believes that diversity in currency is necessary, and Comscore provides the most reliable local viewership data.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts