Comscore Announces Renewal and Expansion of Gray Television Partnership
Comscore (Nasdaq: SCOR) has announced a renewed and expanded agreement with Gray Television, enhancing their partnership to include Comscore's full suite of local market currency tools. This agreement will enable Gray TV to utilize Comscore's audience data as the primary selling currency across 199 stations in 96 markets, making it the exclusive currency in 95 of those areas. Comscore's extensive measurement service, covering over 30 million homes, delivers critical audience insights, allowing for improved targeting and revenue generation for media companies.
- Renewed and expanded agreement with Gray Television enhances Comscore's market position.
- Gray TV will utilize Comscore's audience data as the primary selling currency across 199 stations, increasing usage of Comscore's services.
- Access to Comscore's extensive measurement service provides insights from over 30 million homes, improving audience targeting.
- None.
RESTON, Va., Jan. 27, 2022 /PRNewswire/ -- Comscore (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating media across platforms, today announced a renewed and expanded agreement to provide Gray Television, a leading local television broadcaster, with the full suite of Comscore's local market currency tools, including Comscore's Advanced Automotive Demographics segments.
Gray TV will now be using Comscore's audience data as primary selling currency across 199 stations in 96 markets including its largest, Atlanta, and will serve as Gray's exclusive currency in 95 of those markets.
"Gray Television has been a terrific partner of Comscore's for many years, and we are very excited to once again renew and expand our commitment to each other," said Carol Hinnant, Chief Revenue Officer, Comscore. "Comscore's local measurement service provides Gray and all of our clients with the audience insights made possible by our industry-leading and currency-quality measurement footprint of over 30 million homes across the U.S.
With 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 a trusted source for television viewing data. 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 the 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
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