Comscore Expands Long-Term Local Currency Partnership with Gray Media to Include Advanced Audience Measurement in Multi-Year Agreement
Comscore (NASDAQ: SCOR) has expanded its multi-year partnership with Gray Media, one of the largest TV station groups in the US. The agreement positions Comscore as a key local measurement currency provider and includes additional advanced demographics and cross-platform audience insights. Starting in 2025, Gray Media will adopt Comscore Campaign Ratings (CCR) for comprehensive cross-platform measurement with in-flight monitoring.
The partnership expansion includes measurement for more TV stations, including broadcast regional sports networks. Gray Media will also utilize Comscore's Advanced Audience solutions, featuring County, Automotive, Political data, and Plan Metrix, enabling marketers to plan campaigns based on specific audience behaviors. These tools will provide advertisers with de-duplicated measurement across screens for metrics like reach, frequency, incrementality, and co-viewing.
Comscore (NASDAQ: SCOR) ha ampliato la sua partnership pluriennale con Gray Media, uno dei più grandi gruppi di stazioni televisive negli Stati Uniti. L'accordo posiziona Comscore come un fornitore chiave di misurazioni locali e include ulteriori dati demografici avanzati e informazioni sugli spettatori su più piattaforme. A partire dal 2025, Gray Media adotterà Comscore Campaign Ratings (CCR) per una misurazione completa su più piattaforme con monitoraggio in tempo reale.
L'espansione della partnership include la misurazione per un numero maggiore di stazioni televisive, comprese le reti sportive regionali in chiaro. Gray Media utilizzerà anche le soluzioni per il pubblico avanzato di Comscore, che comprendono dati su contee, automotive, politico e Plan Metrix, consentendo ai marketer di pianificare campagne basate su comportamenti specifici del pubblico. Questi strumenti forniranno agli inserzionisti misurazioni senza duplicati su schermi differenti per metriche come copertura, frequenza, incremento e visione condivisa.
Comscore (NASDAQ: SCOR) ha ampliado su asociación a largo plazo con Gray Media, uno de los grupos de estaciones de televisión más grandes de EE. UU. El acuerdo posiciona a Comscore como un proveedor clave de medidas locales y incluye datos demográficos avanzados y conocimientos de audiencia en múltiples plataformas. A partir de 2025, Gray Media adoptará Comscore Campaign Ratings (CCR) para una medición integral en múltiples plataformas con monitoreo en tiempo real.
La expansión de la asociación incluye la medición para más estaciones de televisión, incluidas las redes deportivas regionales de transmisión. Gray Media también utilizará las soluciones de audiencia avanzada de Comscore, que incluyen datos de condados, automotriz, político y Plan Metrix, lo que permite a los comerciantes planificar campañas basadas en comportamientos específicos de la audiencia. Estas herramientas proporcionarán a los anunciantes medidas no duplicadas en diferentes pantallas para métricas como alcance, frecuencia, incrementalidad y visualización conjunta.
Comscore (NASDAQ: SCOR)는 미국의 가장 큰 TV 방송국 그룹 중 하나인 Gray Media와의 다년 간 파트너십을 확대했습니다. 이번 계약은 Comscore를 주요 지역 측정 통화 제공업체로 자리매김하게 하며, 고급 인구통계 및 플랫폼 간 청중 통찰력을 추가로 포함합니다. 2025년부터 Gray Media는 Comscore Campaign Ratings (CCR)를 채택하여 포괄적인 플랫폼 간 측정을 실시간 모니터링과 함께 수행할 것입니다.
파트너십 확대는 더 많은 TV 방송국, 방송 지역 스포츠 네트워크 측정을 포함합니다. Gray Media는 또한 카운티, 자동차, 정치 데이터 및 Plan Metrix를 특징으로 하는 Comscore의 고급 청중 솔루션을 활용하여 마케터가 특정 청중 행동을 기반으로 캠페인을 계획할 수 있도록 합니다. 이러한 도구는 광고주에게 도달 범위, 빈도, 증가량 및 공동 시청과 같은 지표에 대해 화면 간 중복되지 않는 측정을 제공합니다.
Comscore (NASDAQ: SCOR) a élargi son partenariat pluriannuel avec Gray Media, l'un des plus grands groupes de stations de télévision aux États-Unis. L'accord positionne Comscore comme un fournisseur clé de devises de mesure locales et inclut des informations démographiques avancées, ainsi que des perspectives d'audience multiplateformes. À partir de 2025, Gray Media adoptera Comscore Campaign Ratings (CCR) pour une mesure complète sur plusieurs plateformes avec un suivi en temps réel.
L'extension du partenariat comprend la mesure pour davantage de stations de télévision, y compris des réseaux sportifs régionaux en diffusion. Gray Media utilisera également les solutions d'audience avancées de Comscore, comprenant des données par comté, automobile, politique, et Plan Metrix, permettant aux annonceurs de planifier des campagnes en fonction de comportements d'audience spécifiques. Ces outils fourniront aux annonceurs des mesures dédupliquées sur plusieurs écrans pour des indicateurs tels que la portée, la fréquence, l'incrémentalité et la vision commune.
Comscore (NASDAQ: SCOR) hat seine langjährige Partnerschaft mit Gray Media, einer der größten Fernsehstationengruppen in den USA, erweitert. Die Vereinbarung positioniert Comscore als wichtigen Anbieter von lokalen Messwährungen und umfasst zusätzliche fortgeschrittene demografische Daten sowie plattformübergreifende Zuschaueranalysen. Ab 2025 wird Gray Media Comscore Campaign Ratings (CCR) für eine umfassende plattformübergreifende Messung mit Echtzeitüberwachung übernehmen.
Die Erweiterung der Partnerschaft umfasst die Messung für mehr Fernsehsender, einschließlich regionaler Sportnetzwerke. Gray Media wird auch die fortgeschrittenen Publikumslösungen von Comscore nutzen, die Daten zu Landkreisen, Automobilen, Politik und Plan Metrix enthalten und es Vermarktern ermöglichen, Kampagnen basierend auf spezifischem Publikumverhalten zu planen. Diese Tools bieten Werbetreibenden eine deduplizierte Messung über verschiedene Bildschirme für Metriken wie Reichweite, Häufigkeit, Inkrementalität und gemeinsames Sehen.
- Secured multi-year agreement with major TV station group Gray Media
- Expanded services to include additional TV stations and regional sports networks
- Implementation of CCR platform in 2025 will enhance cross-platform measurement capabilities
- Added advanced audience measurement tools including County, Automotive, and Political data
- None.
Insights
The expanded partnership between Comscore and Gray Media represents a strategic move in the TV measurement landscape but has immediate financial impact. The multi-year agreement primarily focuses on maintaining existing services while adding advanced audience measurement capabilities. While this helps secure Comscore's revenue stream, it's more about defending market position than significant growth.
The integration of Comscore Campaign Ratings (CCR) in 2025 and addition of broadcast regional sports networks could provide incremental revenue, but the impact on Comscore's
The true value lies in the long-term strategic positioning - think of it as reinforcing the foundation rather than building new floors. In the highly competitive audience measurement space, where Nielsen remains dominant, these partnerships help Comscore maintain its foothold but don't necessarily translate to substantial stock price catalysts.
RESTON, Va., Dec. 20, 2024 (GLOBE NEWSWIRE) -- Comscore (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluating media across platforms, today announced the expansion of its partnership with Gray Media, one of the largest TV station groups in the United States, in a multi-year agreement. Comscore will continue as a key local measurement currency provider for Gray Media and provide additional advanced demographics as well as more precise audience insights across screens. This enhanced partnership demonstrates Comscore’s commitment to delivering innovative, audience-centric solutions that help broadcasters like Gray and their advertisers drive revenue growth and optimize campaign performance.
“We appreciate Comscore’s continued advancements in audience measurement and are pleased to roll out these solutions across more of our stations,” said Matt Jaquint, Senior Managing Vice President, Chief Revenue Officer, Gray Media.
The renewed agreement marks a key milestone as Gray Media prepares to adopt Comscore’s cross-platform measurement solution, Comscore Campaign Ratings (CCR), starting in 2025. CCR will enable Gray to deliver comprehensive cross-platform insights with in-flight monitoring, ensuring advertisers achieve maximum campaign efficiency.
Additionally, Gray Media has added more TV stations, including broadcast regional sports networks, for measurement by Comscore. It will now also leverage Comscore’s Advanced Audience solutions, including County, Automotive, Political data, and Plan Metrix, which enables marketers to plan against very specific audiences based on behavior. These capabilities will provide Gray’s advertisers with precise insights and de-duplicated measurement across screens for key metrics such as reach, frequency, incrementality, and co-viewing.
“This expanded partnership represents a significant step forward in the measurement space as we continue to work alongside Gray Media to provide data-driven insights that fuel their continued growth and success,” said Steve Bagdasarian, Chief Commercial Officer at Comscore. “We take pride in Gray’s confidence in our advanced cross platform audience measurement solutions and are pleased to expand this important relationship.”
About Gray
Gray Media, or Gray, is a multimedia company headquartered in Atlanta, Georgia, formally known as Gray Television, Inc. The company is the nation’s largest owner of top-rated local television stations and digital assets serving 113 television markets that collectively reach approximately 36 percent of US television households. The portfolio includes 77 markets with the top-rated television station and 100 markets with the first and/or second highest rated television station, as well as the largest Telemundo Affiliate group with 43 markets totaling nearly 1.5 million Hispanic TV Households. The company also owns Gray Digital Media, a full-service digital agency offering national and local clients digital marketing strategies with the most advanced digital products and services. Gray’s additional media properties include video production companies Raycom Sports, Tupelo Media Group, and PowerNation Studios, and studio production facilities Assembly Atlanta and Third Rail Studios. Gray owns a majority interest in Swirl Films. For more information, please visit www.graymedia.com
About Comscore
Comscore is a global, 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 empowers media buyers and sellers to quantify their multi screen behavior and make meaningful 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, please visit www.comscore.com
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Comscore
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FAQ
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