Comscore announced an expanded renewal agreement with ViacomCBS today. The cross-platform measurement company will provide National TV measurement currency for the media company’s news, entertainment and sports networks.
The TV measurement partnership dates back to 2014. It evolved into developing “advanced audiences” to support Viacom’s Vantage Platform. The new agreement will enable ViacomCBS to guarantee its linear ad campaigns on Comscore’s National TV currency.
“Under its new ownership structure, Comscore is making meaningful strides in investment, engineering, and product innovation to support the industry’s evolving needs as a cornerstone measurement provider. We believe Comscore can drive significant value for ViacomCBS, helping us achieve our goals around cross-screen measurement, while supporting our efforts toward a diversified currency strategy.”
John Halley, Chief Operating Officer of Advertising Revenue at ViacomCBS
