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United States – Media measurement company Comscore has partnered with Effectv, the advertising sales division of Comcast Cable, to measure local television.

The deal will see Effectv Use Comscore’s audience impression measurement tools with local advertising clients.

Comscore and Comcast agreed in 2020 to integrate Comcast visualization of data in local and national measurement services.

The agreement follows similar arrangements between Comscore and NBCUniversalDiscovery, Disney, Paramount, Warner MediaFox Corporation, Spectrum Reach and OpenAP.

Invoice LivekCEO and Executive Vice President of Comscore, said, “As local media becomes a key channel for brands due to its relevance to the consumer and proximity to the point of purchase, there is a need for proven and more reliable measurement methods.

“We look forward to working with Effectv to allow advertisers to use Comscore’s local TV measurement as the currency to provide these enhanced campaign reports.

james roundgeneral manager at Effectvsaid, “The pace of change in media measurement continues to accelerate and advertisers today are looking for new solutions and capabilities to better understand consumer behavior and to reach and interact with them across multiple screens and devices. .

“We look forward to working with Comscore to drive innovation and new frontiers in measurement, while providing choice and independence to our customers.”