Horizon Media to Test Comscore Local TV Measurement Data as New Form of Currency

Rhea-AI Summary

Comscore, Inc. (NASDAQ: SCOR) has partnered with Horizon Media to test its local TV measurement solution as a new currency for 2023 planning and buying. The initiative involves a two-phase assessment, beginning with data analysis to evaluate the data's rigor and stability, followed by a live test assessing outcomes based on client objectives. Comscore was selected after a comprehensive RFP process, reflecting its longstanding position as a reliable local-market currency provider. This partnership positions Comscore favorably in the evolving local media measurement landscape.

Positive

• Horizon Media selected Comscore for local TV measurement after an extensive RFP process, indicating confidence in Comscore's capabilities.
• The partnership allows Comscore to showcase its data reliability, potentially expanding its market presence as local media investments rise.

Negative

• None.

RESTON, Va.--(BUSINESS WIRE)-- Comscore, Inc. (Nasdaq: SCOR), a trusted partner for planning, transacting, and evaluating media, today announced that Horizon Media is testing Comscore’s local TV measurement solution as a new form of currency for 2023 planning and buying.

This partnership follows Horizon Media’s commitment to transact up to 15% of Upfronts with alternative currencies.

The assessment will be conducted in two phases. The first will be a data analysis and discovery phase that will test the rigor, stability, and viability of Comscore data as an alternative local currency.

In the second phase, which will be an in-market, live test, Horizon will assess outcomes based on client/brand objectives and needs from test plans and buys. This phase of the test will also enable Horizon to test the technical and commercial viability of further use of Comscore local products.

Comscore was the only local TV measurement solution selected to participate in the test, following a comprehensive RFP process.

“Horizon is looking to evaluate Comscore on various elements of the ‘currency’ process. This will range from the efficacy of the planning data and tools to the stability and volatility of the data over time, as well as its usability within the buying process with Strata/Freewheel. We will also be assessing the ability to seamlessly onboard 1^st and 3^rd party targeting,” said Eric Blankfein, EVP of CORD, Horizon. “We are encouraged by Comscore’s position on all these elements, enough so to give them the balance of 2022 to test as an alternative local video currency.”

“As brands continue to invest in local media, due to its consumer relevancy and proximity to point of purchase, the need for better reliable measurement has grown with it,” said Carol Hinnant, Chief Revenue Officer, Comscore. “We have worked through a lengthy RFP process with Horizon to substantiate that Comscore is the optimal provider for local currency. Comscore has been the only true local-market currency against the incumbent for more than ten years and we are proud to count Horizon among those looking for a more reliable and innovative alternative. We look forward to continuing through the testing phase and working with Horizon as we continue to advance innovation in local TV measurement.”

About Horizon Media
Horizon Media, Inc, the largest U.S. media agency according to AdAge Data Center 2022, delivers data-driven business outcomes for some of the most innovative and ambitious brands. Founded in 1989, headquartered in New York, and with offices in Los Angeles and Toronto, the company employs 2,400 people and has media investments of more than $9 billion. Horizon Media’s fundamental belief is that business is personal, which drives its approach to connecting brands with their customers and engaging with its own employees resulting in industry-leading workplace satisfaction levels (Glassdoor). The company is consistently recognized by independent media outlets for its client excellence and has earned several “Best Workplaces” awards reflecting its commitment to DEI and the life and well-being of everyone at Horizon Media.

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 about Comscore, visit www.comscore.com

View source version on businesswire.com: https://www.businesswire.com/news/home/20220623005187/en/

Bill Daddi

bill@daddibrand.com

Source: Comscore, Inc.

FAQ

What is the partnership between Comscore and Horizon Media about?

Comscore and Horizon Media have partnered to test Comscore's local TV measurement solution as a new currency for 2023 planning and buying.

What are the phases of the Comscore and Horizon Media assessment?

The assessment consists of two phases: a data analysis phase to evaluate Comscore's data, followed by a live test assessing outcomes based on client objectives.

Why was Comscore chosen by Horizon Media?

Comscore was selected after a comprehensive RFP process, being the only local TV measurement solution to participate in the test.

What is the significance of this partnership for Comscore?

This partnership enhances Comscore's positioning in the local media measurement market, showcasing its data reliability as brands increase investments in local media.

How long will the testing phase with Horizon Media last?

The testing phase will occur throughout the balance of 2022, assessing Comscore's effectiveness as an alternative local video currency.