Dentsu to Use Comscore For Local TV Measurement

By Jon Lafayette
( Broadcasting & Cable )
published

Agreement expands to include agency’s advanced audience platform

Comscore's logo
(Image credit: Comscore)

Comscore said that it signed a new local measurement deal with agency dentsu Media.

In addition to local ratings, Comscore’s data will be used for dentsu’s M1 advanced audience platform. 

Also Read: Ellis Communications Renews Comscore Local Ratings Deal

"We believe in the meaningful progress that our agencies can deliver for our clients through the use of M1's advanced audience capabilities for local investment, and Comscore's transformative approach to data and currency makes us even stronger," said Jennifer Hungerbuhler, executive VP, managing director, local video and audio investment, dentsu Media. "Furthermore, the integration of over 10 million additional households into Comscore's measurement footprint was a real driver for us, and we look forward to transacting on the audience-based data in 2021."

In January, Comscore announced that it was refinancing and getting additional data in a deal with Charter Communications, Qurate Retail and Cerberus.

"We are excited to continue our partnership with dentsu Media," said Carol Hinnant, chief revenue officer, Comscore. "They are forward thinkers and we are proud to expand our efforts with them."

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.