Nexstar inks measurement deal with comScore
Michelle Clancy
| 12 January 2019

US local TV station group Nexstar has signed a multi-year agreement with comScore for delivering local cross-platform audience insights across local linear TV, mobile, desktop and over-the-top platforms.

As part of the deal, comScore will also be expanding its over-the-air survey to measure local OTA and OTT viewing behaviours.

“Over our eight-year relationship, comScore has proven to be a valuable partner in providing trusted currency and measurement data and our expanded relationship will provide Nexstar with access to comScore’s combined linear and digital platform data and its advanced audience targeting capabilities,” said Timothy Busch, president of Nexstar.

“Our expanded relationship with comScore will enable Nexstar to deliver unparalleled data with scale in measurement and combined audience data across all platforms in all Nexstar markets,” Busch said. “As consumer content consumption evolves, comScore’s ability to deliver enhanced data -- and ultimately universal media measurement -- will support Nexstar and our go to market approach as we advance our strategies to best serve local and national advertising clients, particularly at the agency level, with qualified linear and digital viewing data.”

The news comes as Nexstar is in the process of acquiring Tribune Media in a multi-billion dollar deal. comScore also recently announced deals to provide local measurement for E.W. Scripps and Gray Television stations.