Comscore Announces New Agreement with Fort Myers Broadcasting Company for Local Television Measurement

Rhea-AI Summary

Comscore (Nasdaq: SCOR) announced a new agreement with Fort Myers Broadcasting Company to provide local TV measurement currency for their stations, including WINK-TV. This partnership enhances audience measurement capabilities in a rapidly growing market in Southwest Florida. Comscore's methodology leverages extensive viewing data, allowing broadcasters to provide advertisers with precise audience metrics. The company continues to expand its local television measurement footprint, recently adding over 10 million homes, reinforcing its position as a trusted resource in media evaluation.

Positive

• New agreement with Fort Myers Broadcasting Company enhances local TV measurement capabilities.
• Expansion adds over 10 million homes to Comscore's measurement footprint, increasing market reach.
• Partnership highlights industry acceptance of Comscore as a primary currency for audience measurement.

Negative

• None.

RESTON, Va., March 22, 2021 /PRNewswire/ -- Comscore (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating media across platforms, today announced a new agreement to provide Fort Myers Broadcasting Company with Comscore's industry-leading local TV measurement currency across their Southwest Florida television stations, including WINK-TV (CBS).

Fort Myers Broadcasting's WINK-TV is Southwest Florida's first television station, debuting in 1954, and produces over 60 hours of news coverage each week.  

"Southwest Florida is the fastest growing area of the Sunshine State and Ft. Myers is the state's fastest growing city," explains Fort Myers Broadcasting General Manager Joe Schwartzel. "That's why it's more important than ever for us to have the most comprehensive, accurate, and reliable way to measure our audience. Comscore's groundbreaking methodology uses 24/7/365 viewing information from one of every two homes in the Ft. Myers market, and that massive footprint is especially key in a rapidly growing and changing market like ours. No other audience measurement company offers that kind of detail. Now Fort Myers Broadcasting will be able to provide our advertisers with the kind of detailed audience information that shows clients the true value of advertising on our stations."

"We have continued our investment in and support of local broadcasters and their clients, most recently with the addition of more than 10 million homes to our local television measurement footprint," said Steve Walsh, Executive Vice President, Comscore. "We are excited to be partnering with the Fort Myers Broadcasting Company. Their commitment to Comscore further emphasizes the industry's acceptance and support of Comscore as primary currency."

Comscore has more than a decade of experience measuring television viewership from return path devices across tens of millions of households in all local markets. Comscore is also a leader in instrumenting change in television measurement by enabling the adoption of advanced audiences and the move to impressions, which allow the industry to go beyond age and gender to evaluate based on consumer behaviors, interests and lifestyles. This enables TV stations, networks, advertisers, agencies and media companies at both local and national levels to effectively find and reach their ideal audiences to maximize their revenues.

About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more, visit www.comscore.com.

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SOURCE Comscore

FAQ

What is Comscore's new agreement with Fort Myers Broadcasting Company about?

Comscore's new agreement is to provide local TV measurement currency for Fort Myers Broadcasting Company's television stations, including WINK-TV.

How does Comscore's methodology benefit local broadcasters?

Comscore's methodology utilizes extensive viewing data, enabling local broadcasters to deliver precise audience metrics to advertisers.

What recent expansion has Comscore achieved in local television measurement?

Comscore has expanded its local television measurement footprint by adding over 10 million homes.

Why is this agreement significant for the Southwest Florida market?

This agreement is significant because it provides detailed audience measurement in one of the fastest-growing areas in Florida.

What role does Comscore play in media evaluation?

Comscore is a trusted partner for planning, transacting, and evaluating media across platforms, utilizing advanced audience insights.