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Viacom and comScore in Major Audience Data Deal

March 21 2016

comScore has announced a multi-year partnership with media giant Viacom, for cross-platform measurement - its first such since merging with Rentrak. Meanwhile the ratings company faces class actions over its handling of filing delays relating to an accounts enquiry.


Viacom's media networks include Nickelodeon, Comedy Central, MTV and the UK's Channel 5, reaching more than 3.5 billion cumulative television subscribers worldwide - and it also owns film studio Paramount Pictures. The firm has recently launched a suite of data-driven ad products called Vantage, for use in building segments, targeting ads and integrating with social media, and comScore's multi-platform data will be fed into these.

The partners say clients will be able to target TV advertising, 'reach audiences wherever they are consuming content', and measure the impact of their spend 'in unprecedented ways'.

Viacom SVP Data Strategy Bryson Gordon enthuses: 'This partnership with comScore marks a fundamental watershed moment in the business of television. This revolution in targeting, currency and measurement is the equivalent of shifting from black and white to color'. comScore CEO Serge Matta is no less ambitious for the partnership, which he believes will 'transform the way that advertising will be bought and sold'. He adds: 'Viacom's expertise in data strategy makes them an ideal first partner to leverage our cross-platform metrics and advanced demographics as a more powerful currency on which to transact'.

The companies are online at www.viacom.com and www.comscore.com .


Separately, US law firms Lieff Cabraser Heimann & Bernstein, LLP and Lundin Law PC are among those filing class action lawsuits against comScore concerning 'possible violations of federal securities laws' between May 5th, 2015 and March 7th, 2016 - on behalf of investors acquiring shares during the Period. comScore announced on the latter date that its Audit Committee had not finalized an ongoing review of 'certain potential accounting matters', leading to a postponed filing of its annual report and shareholder repurchase program. The complaint alleges that comScore 'made materially false and misleading statements to investors and/or failed to disclose' the accounting problems. The value of comScore stock fell by around one third on 7th March when the announcement of the delay was made.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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