Measurement firm Comscore and artificial intelligence-powered insights platform Tenetic have formed a partnership that will offer local and national television advertisers to get real-time media and consumer insights.
The agreement will see Tenetic incorporate Comscore’s TV media data into its real-time consumer and media intelligence systems. By combining datasets, the companies aim to offer an “always on” cross-platform view of consumer activity, including purchase intent, brand sentiment, media consumption, and shopper journey touchpoints.
Comscore is accredited by the Media Rating Council for both local and national television measurement, including household age and gender demographics. Tenetic is positioned as the only continuous consumer insights platform.
Together, the integration will provide local and national TV buyers with tools to optimize planning in real time while giving sellers market intelligence to maximize inventory value.
“With this integration, the industry can take advantage of the opportunities before them to move at the speed of the market,” said Chris Wilson, the CEO of Tenetic. “Our partnership with Comscore will provide the market not only with comprehensive TV media and viewership data but also ‘in the moment’ consumer insights to make planning and selling more efficient, effective and produce better returns.”
Steve Bagdasarian, Comscore’s Chief Commercial Officer, said the collaboration highlights how local linear television insights can generate new value when matched with real-time qualitative data.
“As the only provider both locally and nationally accredited, including for households with age and gender demos, Comscore is best placed to drive smarter insights for buyers and sellers,” Bagdasarian said.
Tenetic’s platform is designed to help advertisers and media companies increase the value of their spending and inventory by translating consumer behavior into actionable strategies. The company says its system consolidates platforms and reduces duplicative spend, offering unified insights that allow organizations to act faster and scale more confidently.
