Comscore’s IHS Markit automotive data will be integrated into Hudson MX’s BuyerAssist product to boost the effectiveness of local broadcast inventory.

Advanced behavioural data for each programme’s audience –such as ownership and purchase intention insights – is now available to buyers along with traditional age and gender demographics.

Steven Walsh, executive vice-president, local markets with Comscore, said: “The Comscore IHS Markit data being integrated into the Hudson MX platform isn’t derived from one-off, self-reported surveys. It is data based on a privacy-conscious match of a home’s viewing against their automotive purchase history and proclivity for future vehicle purchases and service preferences.

“Automotive drives local advertising, but the demographic of ‘men 25 to 54’ is no longer a relevant surrogate even for that sector. Hudson MX is teeing up local television to evolve by making it easier for the buy-side to digest a great deal of information, use the insights to make more effective ad buys for this sector, and move more cars off the lots.”