NBC and Telemundo TV stations deepen reliance on Comscore

Comscore has expanded its deal with NBCUniversal's owned TV stations. (Ben Munson/FierceVideo)

NBCUniversal-owned TV stations announced a multiyear partnership to use Comscore’s linear TV currency as well as its local mobile and desktop insights.

NBC- and Telemundo-owned stations will begin using Comscore's automotive, political and consumer targeting segments and sharing the data regarding value, relevance and performance with clients.

"We are pleased to expand our relationship with Comscore from four markets to our full owned station footprint," said Frank Comerford, chief revenue officer and president of commercial operations for NBCUniversal Owned Television Stations, in a statement. "As our industry continues to evolve and consumers' consumption preferences change, Comscore's currency will help us strengthen the way we already do business. As the only station group to have the ability to reach English, Spanish and bilingual audiences, Comscore's suite of tools will make it even easier for clients and advertisers to optimize their investments in our stations."

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The deal with NBCUniversal’s 40 owned and operated TV stations (both NBC and Telemundo) follows similar recent agreements for Comscore with broadcast TV groups Gray Television, Nexstar Media and Scripps. The influx of local TV broadcast groups to Comscore’s currency and measurement platform could end up having national implications for the company.

Comscore is hoping the NBC deal and others will lead to increased penetration in national agencies looking to use the same currency to plan and buy campaigns for clients.

While Comscore expands its agreements with local TV broadcasters, the company is also drawing more participants into its cross-platform measurement trials. In December, Comscore landed the ad inventory for both Dish Network’s and Sling TV’s live linear programming and video on-demand as part of the beta. Dish is the first pay TV provider to join the program, and Comscore said DISH Media’s inclusion broadens the measurement to include addressable and linear ads.

A+E Networks, AMC Networks, Discovery Inc., ABC, CBS, CNN, Disney, Fox, Freeform, GroupM, NBCUniversal, The CW Network, Turner and Viacom are also participating in the trials.