- Fox Tv Stations (FTS) will leverage a Comscore-based foreign money to help transactions on superior audiences throughout its owned and operated footprint, in accordance with a press launched shared with Advertising Dive.
- Comscore’s native TV answer combines TV viewership info with superior household-level client and demographic behavioral knowledge, permitting consumers and sellers to entry related metrics.
- FTS turns into the newest broadcaster to faucet Comscore as a foreign money for native TV. Comscore can also be working foreign money trials with Discovery, Warner Media and NBC Common as entrepreneurs and media firms look to evolve their measurement methods.
FTS utilizing a Comscore-based foreign money to transact on superior audiences demonstrates how broadcasters are increasing their partnerships round measurement. FTS owns and operates 29 broadcast stations within the U.S., together with 9 within the high ten largest designated media areas (DMAs) and duopolies in 11 DMAs. The variety of reportable Comscore households throughout FTS’ markets have grown by 84% during the last six years to 13.6 million houses, per the discharge.
“By partnering with Comscore for native TV measurement, FTS can now use considerably bigger knowledge units and much more precision to make sure that linear advertisers are strategically paired with their customers,” mentioned Tom Fleming, senior vp of station gross sales at FTS, within the launch.
Comscore’s native TV answer is powered by Comscore Superior Audiences and combines viewership info and superior household-level client and demographic behavioral knowledge, an providing that speaks to the wants of entrepreneurs and media firms in search of extra data-driven measurement and focusing on amid an evolving TV panorama.
Comscore continues to bolster its measurement instruments and partnerships. The agency final month reported that foreign money trials with Discovery, Warner Media and NBC Common will proceed and have to date gone effectively. As well as, Horizon Media lately signed on to check its native TV measurement instruments upfront of its 2023 planning and shopping for, whereas Grey Media expanded as its native market TV subscriptions to 11 new native markets.
The expansion of other currencies like these offered by Comscore comes because the advert market embraces measurement choices aside from longtime business chief Nielsen. Nevertheless, regardless of 85% of networks and advertisers growing their use of or funding in a variety of measurement suppliers, there may be not but widespread adoption of an alternate foreign money or measurement answer, per a survey by the VAB Measurement Innovation Activity Pressure.