RESTON, Go., January 27, 2022 /PRNewswire/ — Comscore (Nasdaq: SCOR), a trusted partner for planning, trading and evaluating media across all platforms, today announced a renewed and expanded agreement to provide Gray Television with a Leading local television broadcaster, Comscore’s full suite of local programs market exchange tools, including Comscore’s Advanced Automotive Demographics segments.
Gray TV will now use Comscore viewership data as its primary sales currency across 199 stations in 96 markets, including its largest, Atlantaand will serve as Gray’s exclusive currency in 95 of those markets.
“Gray Television has been a tremendous partner of Comscore for many years, and we are very pleased to once again renew and expand our commitment to each other,” said carol hinnant, chief revenue officer, Comscore. “Comscore’s local measurement service provides Gray and all of our customers with the audience insights made possible by our premium, money-grade measurement footprint of more than 30 million homes across the United States.
With more than a decade of experience measuring TV audience from back channel devices in tens of millions of homes in all local markets, Comscore is a trusted source of data on the listening to television. Comscore is also a leader in instrumenting change in TV measurement by enabling the adoption of advanced audiences and the shift to impressions, enabling the industry to move beyond age and gender to assess based on consumer behaviors, interests and lifestyles. This enables TV stations, networks, advertisers, agencies and media companies at local and national levels to efficiently find and reach their ideal audiences to maximize their revenue.
Comscore (NASDAQ: SCOR) is a trusted partner for media planning, trading and rating across all platforms. With a data footprint that combines digital, linear TV, in-theatre and in-theatre audience intelligence with advanced audience insights, Comscore enables media buyers and sellers to quantify their multi-screen behavior and make business decisions with confidence. A recognized leader in measuring digital and television audiences and large-scale advertising, Comscore is the industry’s emerging third-party source for reliable and comprehensive cross-platform measurement. To learn more, visit www.comscore.com.