RESTON, Va. - In a significant expansion of their existing relationship, Comscore, Inc. (NASDAQ: SCOR) and TEGNA Inc. (NYSE: NYSE:TGNA) announced today a multi-year agreement to provide cross-platform audience measurement. Comscore will supply TEGNA with currency-grade metrics for its local TV, major affiliate, and digital platforms.
TEGNA, a major player in U.S. broadcasting with 64 local news brands across 51 markets, reaches about 39 percent of TV households nationwide. This deal underscores the importance of precise audience measurement for broadcasters and advertisers in an era where content consumption spans multiple platforms.
Jon Carpenter, CEO of Comscore, emphasized the value of this partnership, stating that Comscore's data across local linear TV and cross-platform solutions will help TEGNA measure content value and deliver value for advertisers.
Lynn Beall, EVP and COO of Media Operations at TEGNA, highlighted the benefits of deeper insights into digital and qualitative data, aiming to use these to deliver targeted audiences across platforms with precision.
Comscore's local market data offers detailed insights into TV consumption across all 210 U.S. markets. When combined with their cross-platform capabilities, TEGNA will gain a comprehensive view of audience behavior across linear, Connected TV (CTV), and digital platforms.
The financial terms of the agreement were not disclosed. This partnership reflects the industry's need for reliable cross-platform measurement to inform media buying and selling decisions.
This news article is based on a press release statement.
This article was generated with the support of AI and reviewed by an editor. For more information see our T&C.