Advanced Television

Comscore, Nexstar cross-platform measurement deal

January 23, 2024

Comscore has announced a multi-year agreement with Nexstar on cross-platform audience measurement. Under the terms of the agreement, Comscore will become a key measurement partner for Nexstar, providing it with critical measurement metrics across Nexstar’s local TV, broadcast, network, and digital businesses in the US.

Comscore has provided local market measurement to Nexstar since 2010, but with continued evolution and innovation in its suite of insights and planning solutions across digital, social, CTV, and linear TV, Nexstar now sees unique opportunities to move Comscore into a leading currency provider position. Together, Comscore and Nexstar will be able to deliver more precise audience insights across screens to help advertisers optimise total reach and measure the holistic cross-platform campaign with de-duplicated in-flight monitoring of key metrics such as reach and frequency, incrementality, and co-viewing.

“Comscore is proud to expand its relationship with Nexstar Media Group to empower Nexstar’s advertisers to unlock optimal reach across key markets and platforms. Nexstar will offer unmatched value to advertisers in a critical election year and beyond, by seamlessly validating its true audience reach with market level precision down to the specific region across linear and digital,” said Comscore Chief Executive Officer Jon Carpenter. “Our partnership demonstrates our ability to eliminate costly ‘make goods’ as Nexstar leverages the strengths of Comscore’s cross-platform solutions to ensure ad dollars are optimized across non-linear mediums to complete incremental reach to what is achieved by linear television.”

“Comscore’s ability to provide us with total audience measurement metrics across our local television stations and websites, NewsNation, The CW Network, and The Hill, enables our cross-platform sales team to leverage our unique scale and reach to customise bespoke advertising and marketing solutions for our clients,” said Michael Biard, Nexstar’s President and Chief Operating Officer. “We look forward to offering our advertisers deeper insight into who is watching and interacting with our programming and when they are doing so, enabling them to focus on the audiences they want to reach.”

Financial terms were not disclosed.

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