Horizon Selects Comscore for Local TV Measurement Test

In New York, media services agency Horizon Media is testing Comscore's local TV measurement solution as an alternate currency for 2023 planning and buying. The firm currently uses Nielsen.

New York-based Horizon Media, which also has offices in Los Angeles and Toronto, delivers data-driven media services and has estimated billings of $8.7 billion and more than 2,400 employees. Comscore was the only local TV measurement solution selected to participate in the test, following an RFP process.

The assessment will be conducted in two stages - the first, a data analysis and discovery phase that will test the 'rigor, stability and viability' of Comscore data as an alternative local currency. In the second phase, which will be an in-market, live test, Horizon will assess outcomes based on client/brand objectives and needs from test plans and buys. This phase will also enable Horizon to test the technical and commercial viability of further use of Comscore local products.

This deal follows Horizon Media's April commitment to transact up to 15% of deals in the industry's upfront market based on new measurement currencies. At the time, Horizon said it will continue to use Nielsen measures, but also intends to use two or three alternate currencies. Eric Blankfein (pictured), the firm's EVP of CORD comments: 'Horizon is looking to evaluate Comscore on various elements of the 'currency' process. We are encouraged by Comscore's position on all these elements, enough so to give them the balance of 2022 to test as an alternative local video currency'.

Web sites: www.horizonmedia.com and www.comscore.com .