Comscore Launches Rapid Local TV Ratings Service

Audience measurement firm Comscore has launched QuickScore, a TV ratings report giving viewing data to local media within 48 hours of broadcast.

The company says the launch means 'faster, more efficient ad sales, programming and promotional decisions'. QuickScore combines Comscore's 'massive, near census-based' television footprint and its advanced audience demographics to give a 'rapid yet representative' view of local TV consumption, and is now available in the US' top 30 local markets as well as those of Columbus, OH and Hartford, CT, with expansion into other markets planned for the second half of the year.

The service was developed with partners including Nexstar Broadcasting, which will report initial ratings for ABC, CBS, NBC and FOX affiliates in the 32 markets, along with major independents such as WGN/Chicago. Comscore says panel-based television measurement is 'struggling with unprecedented challenges to maintain panel quality because of sample declines and technology maintenance during the Coronavirus crisis'.

CEO Bill Livek (pictured) comments: 'We are proud to have quickly developed this ability to get our clients the insights they need in the time frame when it matters the most. QuickScore will allow our clients to expedite decisions to positively impact their programming, promotional and advertising strategy'.

A report on news site www.fiercevideo.com said ratings giant Nielsen had already 'jumped in to defend its panels', noting that it also uses return path data in many of its markets as a complementary data source. Chief Commercial Officer Peter Bradbury said 'Nielsen is uniquely fortunate, thanks to significant investment and decades of leadership, to have built a large chest filled with unique tools so that we can bring the right and best choice to each individual initiative'.

Comscore is online at www.comscore.com .