Horizon Media to Test Comscore Local TV Measurement Data as New Form of Currency
June 23 2022 - 6:00AM
Business Wire
Comscore, Inc. (Nasdaq: SCOR), a trusted partner for planning,
transacting, and evaluating media, today announced that Horizon
Media is testing Comscore’s local TV measurement solution as a new
form of currency for 2023 planning and buying.
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 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 local products.
Comscore was the only local TV measurement solution selected to
participate in the test, following a comprehensive RFP process.
“Horizon is looking to evaluate Comscore 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 Eric
Blankfein, EVP of CORD, Horizon. “We are encouraged by Comscore’s
position on all these elements, enough so to give them the balance
of 2022 to test as an alternative local video currency.”
“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 Carol Hinnant,
Chief Revenue Officer, Comscore. “We have worked through a lengthy
RFP process with Horizon to substantiate that Comscore is the
optimal provider for local currency. Comscore has been the only
true local-market currency against the incumbent for more than ten
years and we are proud to count Horizon among those looking for a
more reliable and innovative alternative. We look forward to
continuing through the testing phase and working with Horizon as we
continue to advance innovation in local TV measurement.”
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 New York, and
with offices in Los Angeles and Toronto, the company employs 2,400
people and has media investments of more than $9 billion. Horizon
Media’s fundamental belief is that business is personal, which
drives its approach to connecting brands with their customers and
engaging with its own employees resulting in industry-leading
workplace satisfaction levels (Glassdoor). The company is
consistently recognized by independent media outlets for its client
excellence and has earned several “Best Workplaces” awards
reflecting its commitment to DEI and the life and well-being of
everyone at Horizon Media.
About Comscore Comscore (NASDAQ: 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 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 is the industry’s
emerging, third-party source for reliable and comprehensive
cross-platform measurement. To learn more about Comscore, visit
www.comscore.com
View source
version on businesswire.com: https://www.businesswire.com/news/home/20220623005187/en/
Bill Daddi bill@daddibrand.com
comScore (NASDAQ:SCOR)
Historical Stock Chart
From Apr 2024 to May 2024
comScore (NASDAQ:SCOR)
Historical Stock Chart
From May 2023 to May 2024