Comscore Expands Local Measurement Footprint with 15 New Broadcaster Agreements
Event summary
- Comscore signed agreements with over 15 broadcasters, including Sinclair and Scripps, to expand local measurement capabilities.
- New contracts emphasize cross-platform measurement for linear TV, CTV, and digital audiences.
- Sinclair COO Rob Weisbord highlighted the need for accurate, cross-platform measurement to value inventory effectively.
- Comscore reports increased adoption of multi-year contracts and expanded market coverage.
- The deals underscore growing demand for local measurement to support national advertising strategies.
The big picture
Comscore's expansion reflects the industry's shift toward cross-platform measurement, as national advertisers increasingly rely on local media for scale and relevance. The deals signal a strategic pivot toward durable measurement partnerships, reinforcing the importance of local intelligence in modern advertising strategies. With broadcasters like Sinclair emphasizing the need for accurate, cross-platform measurement, Comscore is positioning itself as a critical player in the evolving media landscape.
What we're watching
- Adoption Pace
- Whether Comscore can sustain this momentum in securing multi-year contracts with additional broadcasters.
- Cross-Platform Impact
- How the integration of digital, streaming, and social environments will affect measurement accuracy and advertiser confidence.
- National Strategy
- The extent to which local measurement becomes a standard component of national advertising campaigns.
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