Comscore and Scripps do a measurement partnership

Comscore today announced a groupwide agreement with The E.W. Scripps Company, one of the nation’s largest independent TV station owners in the US. Comscore expanded its local market television measurement partnership across all Scripps television markets and stations.

As part of this agreement, Scripps will also leverage Comscore’s automotive and political demographic currencies to sell the value and relevance, rather than just the size, of its audiences, in those key verticals, Comscore said.

“By adopting the Comscore currency across all of our markets, our stations will greatly benefit from their stable, representative and granular insights to help us better understand our viewers’ behaviors, consumption habits, and interests.”

Brian Lawlor, president of Local Media at Scripps.

Scripps owns 33 TV stations in 24 markets across the U.S., including in Phoenix; Indianapolis; Detroit; San Diego; Denver; Las Vegas; Buffalo; and Cincinnati. The agreement will include any stations added to the Scripps portfolio during the contract period, including the 18 stations Scripps has announced it will acquire from Raycom and Cordillera, in such markets as Lexington, Kentucky; Waco, Texas; and Colorado Springs, Colorado.

“Comscore and Scripps have a long history of working together and we are excited to grow this partnership across all Scripps stations and future stations. Our currency will help empower Scripps’ television stations to better value their ad inventories and help their advertisers better optimize their campaigns to reach their most valuable audiences.”

Steve Walsh, executive vice president of local markets at Comscore