Comscore expands Cross-Platform audience measurement to local level with CCR Local

Comscore today announced an expansion of its Comscore Campaign Ratings (CCR) solution, now encompassing the top 100 local markets in the US. This update delivers deduplicated audience measurement across all programmatic environments and platforms, integrating national and local linear TV, digital, streaming, and social channels.

Previously, CCR offered cross-platform measurement at the national level, but lacked granularity for local campaigns. CCR Local addresses this gap by providing advertisers with insights into campaign reach and frequency within specific local markets. This allows for more precise optimization and improved campaign performance at the local level.

Key highlights of the announcement include:

• Full coverage of the top 100 US local markets, with additional markets to follow.
• Deduplicated audience measurement across all media types.
• Enhanced ability to optimize campaigns locally based on precise data.
• Integration with The Trade Desk, a demand-side platform.

Comscore estimates that existing clients have seen up to 28% incremental reach in their CTV buys by leveraging CCR Local. This solution is expected to be valuable for brands, agencies, publishers, networks, and local station groups seeking to optimize their advertising campaigns across platforms and markets.