Comscore has expanded its deal with E.W. Scripps for local market television measurement to include all Scripps markets and TV stations.
Under the agreement, Comscore will also provide automotive and political demographic information, enabling Scripps to measure the value of its ad inventory in those verticals.
“By adopting the Comscore currency across all of our markets, our stations will greatly benefit from their stable, representative and granular insights to help us better understand our viewers’ behaviors, consumption habits and interests,” said Brian Lawlor, president of Local Media at Scripps, in a statement.
The deal, which includes Scripps’ 33 TV stations in 24 markets, also extends to any new stations Scripps may add during the contract period. Scripps has already announced plans to purchase 18 stations from Raycom Media and Cordillera, in markets including Lexington, Ky.; Waco, Texas; and Colorado Springs, Colo.
“Comscore and Scripps have a long history of working together and we are excited to grow this partnership across all Scripps stations and future stations,” said Steve Walsh, executive vice president of local markets at Comscore. “Our currency will help empower Scripps’ television stations to better value their ad inventories and help their advertisers better optimize their campaigns to reach their most valuable audiences.”
Viewing habits continue to change as content moves to new platforms and devices, and Comscore and national audience giant Nielsen have been trying to find new methods of drilling down and capturing the variety of different audiences.
Comscore is currently running a trial for its cross-platform ad measurement product, Comscore Campaign Ratings. Dish and Sling TV earlier this month became the first MVPDs to participate in Comscore’s beta testing, joining ABC, Fox, NBCUniversal, the CW Network, Hulu, Turner, Viacom, AMC Networks, and A+E Networks.
On Wednesday, Variety reported that CBS is considering dropping its $100 million ratings contract with Nielsen when it expires at year’s end in order to seek new ways to measure audiences. A Nielsen spokesperson told Variety that the company expects to reach “a mutually beneficial agreement” well ahead of the Dec. 31 deadline.