Comscore renews measurement agreements with local TV broadcasters

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Key Points

Comscore renewed and expanded agreements with major local TV broadcast station groups for its various measurement and intelligence services.
Broadcasters are adopting cross-platform measurement tools to track audiences across linear TV, connected TV and digital.
Demand for local measurement is rising as advertisers seek better targeting and performance insights in national campaigns.

Comscore has renewed its measurement agreements with more than a dozen local television broadcasters, the company announced on Tuesday.

The deals include renewals, extensions and new partnerships with large broadcast TV station groups like Sinclair, Inc., the E. W. Scripps Company, Cox Media Group, Hubbard Broadcasting, Allen Media Group and Thomas Broadcasting, among others.

Comscore said the broadcasters wanted stronger measurement tools that account for fragmented viewing across linear television, connected TV (CTV) and digital platforms. The company competes in the measurement space against other intelligence firms like VideoAmp and Nielsen, which also have contracts with local TV broadcasters.

“Local is a must-have for national advertisers seeking both scale and impact,” said Tara Gotch, the Executive Vice President of Commercial at Comscore. She added that adoption is accelerating as broadcasters seek measurement systems that reflect how audiences consume content across multiple screens.

Broadcasters are increasingly positioning local inventory as a key component of national advertising campaigns, particularly as brands look to combine reach with localized targeting. Comscore said its expanding footprint and increased use of multi-year agreements point to a more strategic role for measurement in local media planning.

“Sinclair has evolved into a cross-platform media company, and we need measurement that fully reflects how and where we’re delivering our audiences,” said Sinclair’s Chief Operating Officer and President of Local Media Rob Weisbord. “Local is a critical component of national advertising strategies, and advertisers deserve measurement that is accurate, accountable, and keeps pace with today’s cross-platform viewing behavior, which is essential to accurately valuing our inventory and delivering meaningful outcomes.”

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Comscore identified several trends driving momentum in the local measurement market, including broader adoption among local TV station groups, expansion into additional markets and increased demand for long-term measurement partnerships. The company also pointed to growing integration of digital and streaming data into local reporting as broadcasters expand beyond traditional linear distribution.

“Together, these shifts reinforce that national campaigns perform better when they incorporate local intelligence because local insights help brands understand and activate audiences where they live, shop, and engage,” a Comscore spokesperson said in a statement.

Comscore makes its local TV measurement solutions available to broadcast station groups, publishers, advertisers and marketing agencies.