NBCU to Offer Comscore Currency for Local Ads

Media group NBCUniversal has extended its partnerships with measurement firms Comscore and InnovidXP, allowing advertisers to transact in local markets using the former's data, and analyse impact in more depth via the latter.

NBCU says the move brings it close to linking advertising to outcomes. The group will allow clients to transact for ads based on Comscore data across its 31 markets and 42 stations (the latter including those of Telemundo), and will offer new impact and incrementality metrics via its partnership with InnovidXP, allowing them to track outcomes for ads across platforms.

Frank Comerford (pictured), who is Chief Revenue Officer and President, Commercial Operations for the NBC owned stations, said in a blog post: 'Comscore's near-census-level data, fast 48-hour delivery speed, sophisticated advanced audience tools, consistency, and more granular scaled data, will help our advertisers to better optimize and reach their most valuable audiences.

'Recently, Comscore has received the support of several agency partners including Magna and Dentsu, who are already doing deals through this incredible technology. Getting counting right is table stakes as we continue to move beyond historical models focused exclusively on exposure and reach, and increasingly embrace models that help our advertisers understand outcomes'.

According to Comscore CEO Jon Carpenter, 'This announcement further expands and enhances Comscore as a leader in Local Television measurement. Our near census level data and fast 48 hour delivery, coupled with our advanced audience tools are helping clients like NBCU and their advertising partners maximise the opportunity to engage with audiences across local markets'.

NBCU says it will still offer transactions based on Nielsen ratings to those who prefer this.

Web sites: www.nbcuni.com , www.comscore.com and www.innovidxp.com .

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