By Luís Daniel Rijo in Data News — Jan 23, 2024

Comscore and Nexstar partner on Cross-Platform Audience Measurement

Under the terms of the agreement, Comscore will provide Nexstar with measurement metrics across Nexstar’s local TV, broadcast, network, and digital businesses.

Comscore today announced a multi-year agreement with Nexstar Media Group for cross-platform audience measurement. Under the terms of the agreement, Comscore will provide Nexstar with measurement metrics across Nexstar’s local TV, broadcast, network, and digital businesses.

Comscore has provided local market measurement to Nexstar since 2010. However, with continued evolution and innovation in its suite of insights and planning solutions across digital, social, CTV, and linear TV, Nexstar now sees unique opportunities to move Comscore into a leading currency provider position.

Together, Comscore and Nexstar will be able to deliver more precise audience insights across screens to help advertisers optimize total reach and measure the holistic cross-platform campaign with de-duplicated in-flight monitoring of key metrics such as reach and frequency, incrementality, and co-viewing.

“Comscore is proud to expand its relationship with Nexstar Media Group to empower Nexstar’s advertisers to unlock optimal reach across key markets and platforms. Nexstar will offer unmatched value to advertisers in a critical election year and beyond, by seamlessly validating its true audience reach with market level precision down to the specific region across linear and digital,” said Comscore Chief Executive Officer Jon Carpenter. “Our partnership demonstrates our ability to eliminate costly ‘make goods’ as Nexstar leverages the strengths of Comscore’s cross-platform solutions to ensure ad dollars are optimized across non-linear mediums to complete incremental reach to what is achieved by linear television.”

Nexstar Media Group, Inc. (NASDAQ: NXST) is a diversified media company that produces and distributes engaging local and national news, sports and entertainment content across its television and digital platforms. With a portfolio of more than 300,000 hours of programming produced annually by its business units, Nexstar is the largest local broadcasting group comprised of top network affiliates in the United States. Nexstar’s stations reach nearly 212 million people in 116 markets across the country. The Company also owns a 31.3% ownership stake in TV Food Network, and a digital portfolio that includes its local TV station websites, The Hill, and NewsNationNow.com.

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