WASHINGTON, D.C. — Media consumption and ratings firm Comscore has scored a new, comprehensive multi-year agreement on cross-platform audience measurement with the broadcast TV station ownership group led by Lynn Beall and CEO Dave Lougee.
The fresh agreement with TEGNA “will extend its relationship with TEGNA as a key measurement partner” in all of the company’s markets, “providing it with critical measurement metrics across its local TV, major affiliate, and digital businesses.”
Key to the new pact is that TEGNA will have “a complete view of audiences” — linear, CTV, and digital —as they help advertisers optimize their campaigns.
Financial terms of the agreement were not announced.
TEGNA owns 64 local news brands in 51 markets, including its flagship CBS affiliate, WUSA9 in the National Capital Region. It is also the owner of more NBC affiliates than any other station group, with key stations in markets ranging from Buffalo to Phoenix.
Comscore CEO Jon Carpenter said, “The combination of our local linear TV data and our ross-platform solutions will help TEGNA measure the value of their content and deliver outsized value for their advertisers across linear and digital. We’re excited to begin this latest phase of our partnership.”
Beall, who serves as TEGNA’s EVP and Chief Operating Officer for Media Operations, added, “Expanding our partnership with Comscore will offer us deeper insights through digital and qualitative data, enriching cross-platform solutions for our valued advertising partners. We look forward to partnering with our clients to deliver their targeted audiences across any platform with precision and effectiveness to grow their business.”
— With reporting by Adam R Jacobson in Boca Raton, Fla.
