ComScore, BIA/Kelsey combining data sets for local TV audience metrics

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The new agreement for ComScore and BIA/Kelsey is being announced shortly after both companies entered separate deals. Image: Getty/MrLonelyWalker

ComScore and BIA/Kelsey are partnering to integrate comScore's local television audience measurement information with BIA/Kelsey's local advertising spending data and forecasts.

Combined, the companies plan to offer a detailed view of a station's position in the local video market marketplace and allow owners and operators to track and measure their audience success within the context of BIA/Kelsey's local market data and analysis, according to a news release.

"We're seeing a growing demand in the local linear television marketplace for innovative analytics and insights," said Rick Ducey, managing director at BIA/Kelsey, in a statement. "As the leader in providing insights to those active in the local TV marketplace, we're incredibly pleased to announce a new data partnership with ComScore to help us address this demand. Integrating our data offers broadcasters a complete, reliable and efficient view into their local television markets not previously possible."

BIA/Kelsey will incorporate aspects of comScore local television data into its new local market data dashboard, BIA ADVantage, and its Media Ad View and Media Access Pro data services. The data is expected to be available starting in the third quarter.

"ComScore is constantly working to improve and expand upon our local market television currency, and enter into smart partnerships designed to help our clients drive their businesses forward, faster," said Steven Walsh, executive vice president of local television at ComScore, in a statement. "ComScore is very pleased to be working with BIA/Kelsey, who has been a trusted advisor to the broadcast industry for decades. Our data enhances their local market analyses to help broadcasters better understand their competitive position and opportunities."

RELATED: ComScore, TitanTV enter local TV titling deal

The new agreement for ComScore and BIA/Kelsey is being announced shortly after both companies entered separate deals.

Earlier this week, ComScore announced it was partnering with TitanTV to help streaming local TV titling.

"Our partnership with ComScore aligns with our goal of providing tools for local broadcasters that help eliminate double entry of program data and provides a more efficient workflow," said TitanTV CEO Christopher W. Kelly in a statement. "We look forward to working with each of the local broadcasters as they add MediaStar into their workflow to report to ComScore."

Earlier this month, BIA/Kelsey announced an alliance with Share Rocket to offer local TV social media ratings.

"As distribution channels evolve, ratings solutions and transactional currencies are the next logical step beyond standard metrics and analytics tools for broadcasters to determine the best next steps for their social channels," said Chris Kraft, CEO of Share Rocket, in a statement. "Share Rocket delivers the share-based metrics broadcasters need to better understand their social audiences and improve performance both for consumers and advertisers. We are excited to partner with BIA/Kelsey to bring this data directly to broadcasters."