Comscore is “expanding its partnership” with the Atlanta-headquartered broadcast television company led by Hilton Howell Jr. and Pat LaPlatney.
The freshly signed multi-year agreement with Gray Media (formerly Gray Television) means Comscore will continue as a “key local measurement currency provider” for Gray.
The new deal also means Comscore will provide additional advanced demographics as well as “more precise audience insights across screens” to the publicly traded TV station owner.
The renewed agreement comes as Gray Media prepares to adopt Comscore’s cross-platform measurement solution, Comscore Campaign Ratings (CCR), starting in 2025. This, Comscore says, will enable Gray to deliver “comprehensive cross-platform insights with in-flight monitoring, ensuring advertisers achieve maximum campaign efficiency.”\
Comscore Chief Commercial Officer Steve Bagdasarian said, “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. We take pride in Gray’s confidence in our advanced cross platform audience measurement solutions and are pleased to expand this important relationship.”
