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.”