RESTON,
Va., May 4, 2023 /PRNewswire/ -- Comscore, Inc.
(Nasdaq: SCOR), a trusted partner for planning, transacting, and
evaluating media, today announced an expanded partnership with
MAGNA, the investment and intelligence company of IPG Mediabrands,
in which the media buying organization will begin leveraging
Comscore's local television ratings data to inform TV buys across
the organization.
This partnership follows IPG Mediabrands previous announcement
to evaluate services as part of its assessment of alternative
national television currencies. Comscore is the only alternative
ratings service that will be utilized for local television.
Beginning in Q2 of 2023, MAGNA's local television planning and
buying teams will be able to tap into Comscore's local TV
impressions and ratings data, adding an additional layer of
precision to planning and buying efforts in all 210 local
markets.
MAGNA and Comscore also plan to incorporate advanced audiences
into local media buys via the Comscore television dataset, enabling
local buying to be conducted on more efficient and effective
audience types.
"At MAGNA, our continued ability to excel at data-driven
planning and buying requires the adoption of new datasets,
including those that support key initiatives such as shifting
towards high value audiences that are proven to be effective in
influencing consumer behaviors," said Joe
Cerone, EVP Local Investment at MAGNA. "Comscore's massive,
stable dataset supports the innovation we hope to bring to our
local planning and buying efforts in the coming years, and we are
excited to join them at the forefront of this critical turning
point in local television."
"The evolution of the Comscore/MAGNA partnership is a testament
to Comscore's leadership position in TV data and measurement, and
MAGNA's continued commitment to being at the forefront of media
investment," said Jon Carpenter,
Chief Executive Officer, Comscore. "To innovate for the future,
media buyers require stable, transaction ready datasets and are
turning increasingly to Comscore for inclusive, data-driven media
buying and targeting efforts."
An established leader in local TV measurement, the expanded
partnership comes as Comscore recently announced the expansion of
its "Pulse" solution, which delivers greater speed, transparency
and confidence to those planning, buying and evaluating
media at the national and local levels across any or all 210
local U.S. media markets. Available via Comscore's product
offering, API feed and third-party processors, Pulse offers the
enhanced ability to optimize campaigns with data that provides more
than 90% predictability.
About MAGNA
MAGNA is the leading global media
investment and intelligence company. Our trusted insights,
proprietary trials offerings, industry-leading negotiation and
unparalleled consultative solutions deliver an actionable
marketplace advantage for our clients and subscribers. We are a
team of experts driven by results, integrity and inquisitiveness.
We operate across five key competencies, supporting clients and
cross-functional teams through partnership, education,
accountability, connectivity and enablement. For more
information, please visit our
website: https://magnaglobal.com/ and follow
us on LinkedIn.
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
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SOURCE Comscore, Inc.