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Comscore launches person-level data integration with ShowSeeker's Pilot

Local TV advertising gains precision targeting through DVR data integration announced June 4.

Luis Rijo

• 5 min read
Pilot campaign management interface showing Q4 local TV advertising data with person-level metrics
Pilot campaign management interface showing Q4 local TV advertising data with person-level metrics

Comscore has integrated person-level viewing data into ShowSeeker's Pilot platform, marking a substantial shift in how local television campaigns measure and target audiences. The announcement, made four days ago on June 4, 2025, introduces granular demographic insights that extend beyond traditional household-level metrics.

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The partnership delivers what industry professionals have long requested: actionable individual-level data for local television transactions. According to Steve Bagdasarian, Chief Commercial Officer at Comscore, "The industry has long sought actionable, person-level insights to power more accurate and effective transactions, particularly at the local level." This development addresses a fundamental gap in local market measurement capabilities.

ShowSeeker's Pilot platform now processes Comscore's local live and DVR data at the individual level, enabling media buyers and sellers to analyze specific demographic characteristics including age and gender. The integration represents a technical achievement that required extensive coordination between both companies' development teams over the past year.

Technical implementation and capabilities

The system delivers transactable person-level DVR data directly within Pilot's workflow environment. Media professionals can now evaluate audiences with unprecedented granularity while maintaining their existing operational processes. The integration uses API technology to ensure seamless data flow between Comscore's measurement systems and ShowSeeker's campaign management platform.

According to Nick Anaclerio, Senior Vice President of Product Strategy at ShowSeeker, "This update gives Pilot users a new layer of precision. By integrating person-level data, we're aligning Comscore insights with the tools teams use to evaluate audiences, build proposals, and measure performance."

The platform enhancement affects multiple stages of the advertising workflow. Users can now build more targeted proposals using individual-level insights, evaluate campaign schedules with demographic precision, and measure performance outcomes against specific audience segments. This capability extends beyond traditional household impressions to provide detailed individual demographics.

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Market context and timing significance

Local television advertising has historically relied on household-level measurement, limiting targeting precision and campaign optimization opportunities. The June 4 announcement comes at a time when advertisers increasingly demand accountability and precision in their media investments across all channels.

Comscore's data footprint combines digital, linear TV, over-the-top and theatrical viewership intelligence. The company processes viewing behavior across multiple platforms, making it a significant data source for cross-platform measurement. ShowSeeker, founded in 2003, operates Pilot as a cloud-based campaign and order management system specifically designed for media industry workflows.

The collaboration builds upon existing relationships between the companies while introducing new technical capabilities. According to Kevin Dang, Director of Research and Insights at ShowSeeker, "As a researcher, I longed for the day Comscore TV would have person-level data for our buying and selling community. I know many others have shared that aspiration."

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Data processing and measurement advances

The integration processes time-shifted viewing data alongside live television consumption patterns. DVR viewing represents a significant portion of total television consumption, particularly in local markets where programming schedules may not align with viewer availability. By capturing this data at the person level, the system provides a more complete picture of audience engagement.

Comscore's measurement technology tracks individual viewing behaviors while maintaining privacy compliance standards. The system aggregates this information to provide actionable insights for campaign planning and execution. Media buyers can now identify specific demographic segments within their target markets and adjust their strategies accordingly.

The platform delivers these insights within existing campaign workflows, reducing the need for separate analysis tools or processes. Users access person-level data through the same interface they use for proposal creation and campaign management, streamlining operations while enhancing targeting capabilities.

Industry implications and measurement standards

This development represents a significant advancement in local television measurement standards. Traditional measurement approaches have focused on household-level data, which provides limited insight into individual viewer characteristics and preferences. Person-level measurement enables more precise audience targeting and campaign optimization.

The integration affects how media buyers evaluate inventory and construct campaign proposals. Instead of relying on broad demographic estimates, they can now analyze specific individual characteristics within their target markets. This precision enables more efficient media spending and improved campaign performance measurement.

Media sellers benefit from enhanced proposal capabilities and more detailed audience insights. They can demonstrate value more effectively by showing specific demographic reach and engagement patterns. The system also provides post-campaign analysis tools that measure performance against person-level objectives.

Technical architecture and implementation

The system architecture required substantial coordination between Comscore's data processing infrastructure and ShowSeeker's platform interface. API integration ensures real-time data availability while maintaining system performance standards. The companies spent the past year developing and testing the integration to ensure reliable operation under production conditions.

Data processing occurs within secure environments that protect individual privacy while enabling aggregate analysis. The system processes viewing data from multiple sources, including live television broadcasts and DVR recordings, to create comprehensive audience profiles.

Platform users access this information through enhanced interface elements that display person-level insights alongside existing campaign management tools. The integration maintains familiar workflow patterns while adding new analytical capabilities.

Competitive landscape impact

The announcement positions both companies within the evolving measurement technology landscape. Local television advertising faces increasing competition from digital platforms that offer precise targeting and measurement capabilities. Person-level measurement brings local TV closer to digital advertising standards for audience targeting and campaign optimization.

Comscore operates as a trusted partner for media planning and evaluation across multiple platforms. The company's measurement capabilities span digital, linear TV, over-the-top and theatrical viewership. This comprehensive approach enables cross-platform analysis and campaign optimization.

ShowSeeker's Pilot platform serves media buyers and sellers with cloud-based campaign management solutions. The platform streamlines advertising sales processes from proposal creation through campaign reporting while providing integrated audience insights.

Future development expectations

The companies indicate this integration represents an initial implementation of person-level measurement capabilities. Future enhancements may expand data sources and analytical tools as the platform matures. User feedback and market demand will likely influence development priorities.

The collaboration demonstrates how measurement companies and platform providers can work together to address industry needs. Similar partnerships may emerge as the demand for precise audience measurement continues growing across local and national television markets.

Timeline

  • June 4, 2025: Comscore and ShowSeeker announce person-level data integration
  • 2024-2025: Development teams coordinate API integration over 12-month period
  • 2003: ShowSeeker founded, begins developing media industry workflow solutions
  • Present: Integration rolls out to mutual clients with enhanced targeting capabilities

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