ComScore dives into local measurement in expanded deal with Nexstar

ComScore and Nexstar deal signals industry-wide push toward local

ComScore and Nexstar Media have agreed to a multi-year expansion to their existing agreement that will see the measurement company capture and deliver cross-platform audience insights from local markets.

The expanded deal aims to provide advertisers with more representative and competitive insights into over-the-air and over-the-top viewing habits.

Nexstar will be one of the first broadcasters to deploy ComScore's cross-platform attribution and measurement tools across its broadcast and digital properties, including OTT. ComScore will also begin expanding its over-the-air household panel.

"Our expanded relationship with Comscore will enable Nexstar to deliver unparalleled data with scale in measurement and combined audience data across all platforms in all Nexstar markets," said Nexstar broadcasting president Timothy Busch. "As consumer content consumption evolves, Comscore's ability to deliver enhanced data, and ultimately universal media measurement, will support Nexstar and our go to market approach as we advance our strategies to best serve local and national advertising clients, particularly at the agency level, with qualified linear and digital viewing data."

The local-focused deal comes as CBS and Nielsen have reached a stalemate in their contract negotiations. CBS has claimed Nielsen is particularly challenged in its local TV measurement capabilities, and has suggested a switch rival ComScore.

"With consumer behavior rapidly moving cross-platform, we're thrilled to work with Nexstar to pioneer a modern local currency alternative to the status quo," said ComScore chief executive officer Bryan Wiener. "We look forward to continuing to innovate on behalf of our partners, including Nexstar, to deliver content providers and advertisers the solutions required to seamlessly connect linear and digital behavior and ultimately, help our clients and their advertisers drive business growth."

Nexstar reaches nearly 39% of all US households. In December it bought Tribune Media to form America's largest local TV broadcaster and media company.

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