Comscore Announces New Agreement with Sun Broadcasting for Local Television Measurement

Rhea-AI Summary

Comscore (NASDAQ: SCOR) has secured a new agreement with Sun Broadcasting to provide enhanced local TV measurement for its stations in Fort Myers. This collaboration will utilize Comscore's advanced measurement technology, significantly increasing the sample size to around 300,000 households, compared to the previous 400, addressing the inadequacies of prior measurement services. Sun Broadcasting aims to leverage this data to optimize programming and advertising strategies, particularly for its Univision affiliate, which is crucial given the local market's 21% Hispanic demographic.

Positive

• New agreement with Sun Broadcasting enhances local TV measurement.
• Increased sample size to approximately 300,000 households improves data accuracy.
• Enhanced ability to target advertising and optimize programming for Univision and other stations.

Negative

• None.

RESTON, Va., April 8, 2021 /PRNewswire/ -- Comscore (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating media across platforms, today announced a new agreement to provide Sun Broadcasting with Comscore's industry-leading local TV measurement currency for all of their Ft. Myers television stations, including WXCW-TV (CW), WUVF-TV (Univision) and WANA-TV (Azteca).

"We subscribed to Comscore because of the dramatic improvement of sample size, nearly 300,000 households, for television viewing in Fort Myers," said Jim Schwartzel, President of Sun Broadcasting. "Surveying 400 households is not large enough to capture fragmented viewing in a large and diverse market. Compounding the small sample issues: Viewer Assignment is beyond flawed and particularly devastating for broadcasters of independent, CW and Spanish language Television stations."

"Our market is 21+% Hispanic, and our previous measurement service showed all Spanish Language Stations combined couldn't get a 1. While the #1 general market Radio station is Spanish Language. We knew something was up; with Comscore's vast measurement including direct measurement of one in every two market households, our Univision affiliate now routinely ranks in the top 4. We look forward to using Comscore to more accurately purchase syndicated programming, adjusting our schedules, accurately targeting on-air promotional campaigns and design highly effective advertising schedules with our local agency and advertising partners," said Schwartzel.

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.

About Sun Broadcasting, Inc.
Sun Broadcasting, Inc. is a private, minority owned broadcaster operating in a single market, Fort Myers / Naples, FL.  Sun Broadcasting's Radio and Television properties, in beautiful Southwest Florida, continually outperform our peers because of our teams dedication to our local community and businesses.  Sun Broadcasting is the only local TV broadcaster to air both English and Spanish language local news.  Our employees, "family", are some of the best in the business and they have created some of the most success broadcasting properties in the country.

 

 

 

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SOURCE Comscore

FAQ

What is Comscore's recent agreement with Sun Broadcasting about?

Comscore has partnered with Sun Broadcasting to provide advanced local TV measurement for its stations in Fort Myers, significantly increasing the sample size for better accuracy.

How does the new agreement affect Comscore's measurement capabilities?

The agreement enables Comscore to utilize a sample size of around 300,000 households, greatly enhancing the accuracy of local TV viewership data.

When was the agreement between Comscore and Sun Broadcasting announced?

The agreement was announced on April 8, 2021.

What is the significance of the partnership for Sun Broadcasting?

The partnership allows Sun Broadcasting to more accurately purchase syndicated programming and target advertising, particularly for their Univision affiliate.

What demographic is important for Sun Broadcasting's stations?

The Fort Myers market has a Hispanic demographic of over 21%, which is crucial for targeted programming and advertising.