The partnership will enable Comscore and Nexstar to deliver more precise audience insights, helping advertisers optimize their cross-platform campaign.
Comscore, Inc. announced that it has reached a comprehensive multi-year agreement with Nexstar Media Group, Inc. on cross-platform audience measurement. Under the terms of the agreement, Comscore will become a key measurement partner for Nexstar, providing it with critical measurement metrics across Nexstar’s local TV, broadcast, network, and digital businesses.
Together, Comscore and Nexstar will be able to deliver more precise audience insights across screens to help advertisers optimize total reach and measure the holistic cross-platform campaign with de-duplicated in-flight monitoring of key metrics such as reach and frequency, incrementality, and co-viewing.
Comscore Chief Executive Officer Jon Carpenter, said, “Comscore is proud to expand its relationship with Nexstar Media Group to empower Nexstar’s advertisers to unlock optimal reach across key markets and platforms. Nexstar will offer unmatched value to advertisers in a critical election year and beyond, by seamlessly validating its true audience reach with market level precision down to the specific region across linear and digital. Our partnership demonstrates our ability to eliminate costly ‘make goods’ as Nexstar leverages the strengths of Comscore’s cross-platform solutions to ensure ad dollars are optimized across non-linear mediums to complete incremental reach to what is achieved by linear television.”
Michael Biard, Nexstar’s President and Chief Operating Officer, said, “Comscore’s ability to provide us with total audience measurement metrics across our local television stations and websites, NewsNation, The CW Network, and The Hill, enables our cross-platform sales team to leverage our unique scale and reach to customize bespoke advertising and marketing solutions for our clients. We look forward to offering our advertisers deeper insight into who is watching and interacting with our programming and when they are doing so, enabling them to focus on the audiences they want to reach.”
