ComScore teams with Transform for local news audience data platform

TV antenna

ComScore is partnering with Transform to launch Local News Intelligence, a local news audience data analysis platform.

The service will combine comScore’s local TV information with Transform’s proprietary platform to let broadcasters look at ratings, video metadata, audience listening, promotional and marketing data in order to manage and optimize their news content.

The companies say the service will tie video elements such as location, story count and segment type to ratings, as well as connect social engagement to specific anchors, reporters, story types and ratings.

“In today’s competitive local news landscape, making the right decisions for everything from investing in new sets and brand positioning to talent, story order, cadence and topic, can deliver a significant difference to topline revenue and bottomline profitability,” said Steve Walsh, executive vice president of local markets for comScore, in a statement. “comScore is excited to partner with Transform on the Local News Intelligence service, to help stations make more informed decisions on their news product.”

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ComScore will also be the exclusive sales channel for the Local News Intelligence service.

“ComScore was our first choice to partner with as a best-in-class data source and as sales representation. Together we will take local news intelligence to the next level by bringing data-driven decision-making to performance and engagement. This is a momentous step to bring AI and machine learning to local news analysis,” said Randa Minkarah, chief operating officer and co-founder of Transform, in a statement.