Sinclair Broadcast Group on Wednesday took a pause from discussing its second quarter 2022 earnings results and a quarterly dividend declared by its Board of Directors to share that it has signed a multi-year agreement to deploy Comscore Consumer Intelligence (CCI) across its sales organization.
Integration of the data will enable Sinclair “to reach real-world customers and qualified prospects effectively and efficiently through consumer-based selling,” Comscore said.
Comscore Consumer Intelligence ties Comscore’s local linear and digital search data with near real-time shopper insights from Consumer Orbit, a consumer science company specializing in understanding consumers and their shopping behaviors, across all local markets down to the ZIP-code level.
CCI delivers a cross-platform comparison of local television and digital audience consumption.
This, Comscore says, allows both sell- and buy-side clients to match impressions delivered by linear and digital partners with actual customers and consumers in their pre-purchase shopping cycle. “Through a better understanding of the relative audience delivery effectiveness of linear television compared to social media or digital entertainment content in local markets, station sales teams can realize greater positioning and sales strategy effectiveness,” it notes.
CCI’s shopping intelligence data is updated monthly and based on latent, observed and deterministically collected consumer engagements. “CCI allows users to define custom geography, or trade areas, to better align business opportunity measures with linear and digital audience activity,” Comscore adds, while offering comments designed to draw potential customers away from Nielsen, its rival in the space.
Comscore Chief Revenue Officer Carol Hinnant says, “Comscore has supplemented its local television currency with a consumer-focused, rather than demographic focused offering that provides in-market consumer shopping behavior. This allows television to more effectively compete with digital giants that have siphoned media dollars from television.”
