Comscore Signs Exclusive Agreement with Imaginuity for Local TV Measurement
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“Adding Comscore’s audience intelligence will bolster our strategic approach, as the wealth of data, scale and granularity that Comscore provides allows us to more strategically plan our broadcast buys to support online conversion,” said Kristin Nuckols, Chief Media Officer, Imaginuity. “We are taking a uniquely modern approach to broadcast. By leveraging all the benefits of a tried-and-true channel and modernizing it, layering in a data element that evolves a historically unmeasurable channel into a highly targeted and measurable channel. When we marry Comscore’s viewership data with our clients’ first-party data, we can ensure our television schedules are reaching people who actually convert online.”
Comscore is a leader in instrumenting change in television measurement by enabling the adoption of advanced audiences and the move to impressions. Comscore’s data allows the industry to go beyond age and gender and to evaluate based on consumer behaviors, interests and lifestyles. As a trusted source for audience information across all platforms, Comscore recently announced its intention to expedite accreditation for its national and local television measurement. The strength of Comscore’s information is driving market share expansion for Comscore’s agency business.
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