Local News Audience Data Partnership for comScore

comScore has announced a partnership with machine learning software company Transform, Inc. to launch a service called Local News Intelligence, analysing the factors that drive news audiences and engagement for local TV station clients.

Transform's software, including its Revenue Data and Media Data Platforms, aggregates specific threads of performance data from across an organization to generate real-time insights for execs in different job functions. The new service feeds comScore's local TV information into this to combine ratings, video metadata, audience listening, promotional and marketing data, and promises to help stations manage and optimize their news content and formatting. Viewing and engagement can be linked to elements such as location, story count, segment type, individuals (eg anchors or reporters) and story type, both for the client's station and those of competitors.

comScore will also be the exclusive sales channel for the service. EVP Local Markets Steve Walsh comments: 'In today's competitive local news landscape, making the right decisions for everything from investing in new sets and brand positioning to talent, story order, cadence and topic, can deliver a significant difference to top line revenue and bottom line profitability'.

According to Randa Minkarah, COO and co-founder of Transform, Inc., comScore was the firm's first choice partner both as a data source and as sales representation; and the partnership represents 'a momentous step... bringing AI and machine learning to local news analysis'.

Seattle, Washington-based Transform is online at www.transform.co , while its new partner is at www.comscore.com .

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