Horizon Media to Test Comscore Local TV Measurement Data as New Form of Currency
This partnership follows Horizon Media’s commitment to transact up to 15% of Upfronts with alternative currencies.
The assessment will be conducted in two phases. The first will be a data analysis and discovery phase that will test the rigor, stability, and viability of Comscore (SCOR) data as an alternative local currency.
In the second phase, which will be an in-market, live test, Horizon will assess outcomes based on client/brand objectives and needs from test plans and buys. This phase of the test will also enable Horizon to test the technical and commercial viability of further use of Comscore (SCOR) local products.
Comscore (SCOR) was the only local TV measurement solution selected to participate in the test, following a comprehensive RFP process.
“Horizon is looking to evaluate Comscore (SCOR) on various elements of the ‘currency’ process. This will range from the efficacy of the planning data and tools to the stability and volatility of the data over time, as well as its usability within the buying process with Strata/Freewheel. We will also be assessing the ability to seamlessly onboard 1st and 3rd party targeting,” said
“As brands continue to invest in local media, due to its consumer relevancy and proximity to point of purchase, the need for better reliable measurement has grown with it,” said
About Horizon Media
Horizon Media, Inc, the largest U.S. media agency according to AdAge Data Center 2022, delivers data-driven business outcomes for some of the most innovative and ambitious brands. Founded in 1989, headquartered in
About Comscore (SCOR)
Comscore (SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore (SCOR) allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore (SCOR) is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more about Comscore (SCOR), visit www.comscore.com
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Source: Comscore, Inc. (SCOR)