comScore announced a new long-term agreement with Dish to renew its integration of the operator’s TV viewing information with comScore’s TV measurement service. The integration of Dish’s aggregated and projected TV viewing with comScore’s services will reportedly provide more dynamic measurement and holistic reporting.
Dish has been a partner of comScore (formerly Rentrak) for nearly 10 years, and was Rentrak’s first data partner with a national footprint. comScore provides an internal system for making programming, marketing and advertising decisions, and also helps Dish measure addressable campaigns.
“Dish is a major partner that helped us change the measurement landscape by allowing massive and passive television measurement across a national footprint,” comScore CEO Serge Matta says. “With our renewed partnership, advertisers can continue to get credible measurement, while creating ways to further increase the effectiveness and efficiency of advertising campaigns.”