Comscore Extends Major TV Ad Currency Deal

Comscore has announced an expanded relationship with US firm Gray Television, and will provide local linear TV measurement for the broadcast network's entire legacy footprint and most of that of its recent acquisition, Raycom. Meanwhile rival Nielsen has 'yet to agree' this year's ratings deal with CBS.

Comscore has more than a decade of experience measuring television viewing via return path devices across tens of millions of households in all 210 local markets, but the new contract, together with Nielsen's current tribulations, bring the two into more direct competition.

Gray announced it was buying Raycom in the summer, in a $3.65 billion deal, and the combined entity operates 142 stations in 91 markets across the country, reaching around 24% of US television households. Comscore now becomes now the exclusive ratings currency in 80 of the 91 markets.

Bob Smith, COO Local Media at Gray says the firm has used Comscore ratings in a number of markets in recent years and been impressed by their 'accuracy and stability'. He continues: 'In fact, when polled, our general managers in all 57 legacy Gray markets made clear they preferred Comscore as their trusted currency - so it was an easy decision to shift all these markets to Comscore. We also have been very pleased with the agency reaction to our decision, which confirms the growing industry confidence in Comscore's measurement methodologies both now and in the future'.

According to Steve Walsh (pictured), EVP of Local Markets at Comscore, 'Partners like Gray see the benefits of a modern currency, one that helps them grow their businesses in a cross-platform world, and we are excited to advance our partnership with those with progressive growth mindsets'.

Web site: www.comscore.com .


Meanwhile reports suggest Nielsen has entered the new year without signing off a ratings deal with broadcasting giant CBS Corporation. A spokesman told business web site RBR+TVBR yesterday that the firm was confident of striking a deal shortly - however the negotiations have taken longer than expected and inevitably some commentators are questioning whether CBS might be looking at Gray's decision with interest, or at least finding it gives it a little more leverage.