Comscore Signs Raft of Local Measurement Deals

Comscore has announced renewals and extensions of contracts with more than fifteen broadcast clients, focused on local measurement.

The firm says the wins 'underscore a growing demand for local measurement built for national decisioning and a modern currency that reflects more complex audience behavior.' According to Comscore, the market is trending towards longer-term contracts; Increasing local market adoption of digital, cross-platform reporting; and expanded local coverage that enables broader, more consistent market-level reporting for national and regional buying.

The companies renewing or extending include Allen Media Group, Cowles Montana Media / KHQ-TV, Cox Media Group, Cunningham Broadcasting Corporation, Community Television Inc. (WATC), Dominion Broadcasting (WLMB), Hubbard Broadcasting, Rincon, Sinclair Broadcast Group, The E.W. Scripps Company and Thomas Broadcasting.

Tara Gotch (pictured), EVP Commercial at Comscore says local media is 'a must-have for national advertisers seeking both scale and impact.' She comments: 'As the industry evolves, we're seeing accelerating adoption from local broadcasters who want modern measurement that reflects how audiences actually consume content today, across screens and platforms. Our expansion into more markets and the increase in multi-year agreements signal that local measurement is becoming a strategic foundation for national investment.'

Web site: www.comscore.com .