Comscore, a currency for planning, transacting and evaluating media across platforms, has announced a multi-year agreement with Nexstar Media Group. Comscore will now serve as a currency and measurement provider to all Nexstar markets, including the markets Nexstar acquired from Media General. As part of this expanded partnership, Comscore will deliver a new local cross-platform currency to seamlessly capture audience insights across local linear TV, mobile, desktop and OTT.
Nexstar will be one of the first broadcasters to deploy Comscore’s advanced cross-platform data attribution and audience measurement across its broadcast and digital platforms including linear TV, mobile, and desktop devices, including OTT content consumption. Comscore plans to begin integrating linear and digital datasets in local TV markets in 2019. In addition to Nexstar leveraging Comscore’s enhanced local market data, as part of the agreement and its continued commitment to local broadcasters, Comscore will also immediately accelerate the expansion of its over-the-air (OTA) household panel. This expansion will provide the industry with more representative, actionable and competitive insights into local OTA and OTT viewing behaviours.
“Over our eight-year relationship, Comscore has proven to be a valuable partner in providing trusted currency and measurement data and our expanded relationship will provide Nexstar with access to Comscore’s combined linear and digital platform data and its advanced audience targeting capabilities,” said Timothy C. Busch President of Nexstar Broadcasting. “Our expanded relationship with Comscore will enable Nexstar to deliver unparalleled data with scale in measurement and combined audience data across all platforms in all Nexstar markets. As consumer content consumption evolves, Comscore’s ability to deliver enhanced data — and ultimately universal media measurement — will support Nexstar and our go to market approach as we advance our strategies to best serve local and national advertising clients, particularly at the agency level, with qualified linear and digital viewing data.”
“As an industry innovator and one of our valued clients, we’re excited to expand our partnership with Nexstar,” said Bryan Wiener, CEO of Comscore. “With consumer behaviour rapidly moving cross-platform, we’re thrilled to work with Nexstar to pioneer a modern local currency alternative to the status quo. We look forward to continuing to innovate on behalf of our partners, including Nexstar, to deliver content providers and advertisers the solutions required to seamlessly connect linear and digital behaviour and ultimately, help our clients and their advertisers drive business growth.”