A “comprehensive multi-year agreement” has been reached between the nation’s No. 1 owner of broadcast TV stations and audience measurement service provider Comscore.
Under the terms of the agreement, for which financial terms are undisclosed, Comscore will become “a key measurement partner” for Nexstar, providing it with “critical measurement metrics” across Nexstar’s local TV, broadcast, network, and digital businesses.
Comscore has provided local market measurement to Nexstar since 2010. However, the “continued evolution and innovation” of Nexstar’s offerings means it now sees “unique opportunities” to move Comscore into a leading currency provider position — a message to Nielsen, the longtime audience measurement provider to broadcast and cable television. “Together, Comscore and Nexstar will be able to deliver more precise audience insights across screens to help advertisers optimize total reach and measure the holistic cross-platform campaign with de-duplicated in-flight monitoring of key metrics such as reach and frequency, incrementality, and co-viewing,” the companies said in a release distributed early Tuesday.
Comscore CEO Jon Carpenter believes the partnership with Nexstar “demonstrates our ability to eliminate costly ‘make goods’ as Nexstar leverages the strengths of Comscore’s cross-platform solutions to ensure ad dollars are optimized across non-linear mediums to complete incremental reach to what is achieved by linear television.”
Nexstar President/Chief Operating Officer Michael Biard commented that Comscore’s ability to provide his company with total audience measurement metrics across Nexstar’s local television stations and websites, NewsNation, The CW Network, and The Hill “enables our cross-platform sales team to leverage our unique scale and reach to customize bespoke advertising and marketing solutions for our clients.”
