Comscore Provides Preferred Method For Local Audience Measurement Currency To Spectrum Reach

By AIT News Desk On Jul 22, 2021

Comscore a trusted partner for planning, transacting, and evaluating media across platforms, and Spectrum Reach, the advertising sales business of Charter Communications, Inc. today announced Spectrum Reach is transitioning to the use of Comscore as its preferred source for local audience measurement currency, beginning in its Southeast region.

“The industry is ripe to move past traditional measurement models of age and gender to more data-driven, audience-based metrics,” said Beth Plummer, Spectrum Reach Senior Vice President and Chief Revenue Officer. “Spectrum Reach believes that diversity in currency is necessary, and Comscore provides the most reliable local viewership data. When customers want to buy specific audiences, not ratings, and get back-end attribution, the data has to be granular. Comscore has the most granular and stable data in local TV markets.”

Television currency is the means by which buyers and sellers of advertising inventory transact business. Through Comscore, they can quantify their multiscreen behavior and make business decisions using data-driven, audience-based impressions for television.

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“The industry knows the future needs a different means to measure, transact and evaluate success in media. We are proud to be a leading currency in the marketplace, have signed many new partners, and look forward to working closely with Spectrum Reach as their preferred source for local audience measurement.” said Carol Hinnant, Chief Revenue Officer, Comscore.

Strong Automotive Merchandising, a Spectrum Reach client who buys media on behalf of Tier 3 Automotive dealers nationwide, also has moved exclusively to buying on Comscore’s television currency in the Southeast region.

“We were pleased to work with our partners at Spectrum Reach and Comscore during this currency transition,” said John Paul Strong, Strong Automotive Merchandising Owner and Chief Executive Officer. “The stability and reliability of Comscore census-based measurement allows my clients the greatest opportunity for effective media investment.”