Dive Brief:

• Fox Television Stations (FTS) will leverage a Comscore-based currency to support transactions on advanced audiences across its owned and operated footprint, according to a press released shared with Marketing Dive.
• Comscore's local TV solution combines TV viewership information with advanced household-level consumer and demographic behavioral data, allowing buyers and sellers to access relevant metrics.
• FTS becomes the latest broadcaster to tap Comscore as a currency for local TV. Comscore is also running currency trials with Discovery, Warner Media and NBC Universal as marketers and media companies look to evolve their measurement systems.

Dive Insight:

FTS using a Comscore-based currency to transact on advanced audiences demonstrates how broadcasters are expanding their partnerships around measurement. FTS owns and operates 29 broadcast stations in the U.S., including nine in the top ten largest designated media areas (DMAs) and duopolies in 11 DMAs. The number of reportable Comscore households across FTS' markets have grown by 84% over the last six years to 13.6 million homes, per the release.

“By partnering with Comscore for local TV measurement, FTS can now use significantly larger data sets and even more precision to ensure that linear advertisers are strategically paired with their consumers," said Tom Fleming, senior vice president of station sales at FTS, in the release.

Comscore's local TV solution is powered by Comscore Advanced Audiences and combines viewership information and advanced household-level consumer and demographic behavioral data, an offering that speaks to the needs of marketers and media companies looking for more data-driven measurement and targeting amid an evolving TV landscape.

Comscore continues to bolster its measurement tools and partnerships. The firm last month reported that currency trials with Discovery, Warner Media and NBC Universal will continue and have so far gone well. In addition, Horizon Media recently signed on to test its local TV measurement tools in advance of its 2023 planning and buying, while Gray Media expanded as its local market TV subscriptions to 11 new local markets.

The growth of alternative currencies like those provided by Comscore comes as the ad marketplace embraces measurement options other than longtime industry leader Nielsen. However, despite 85% of networks and advertisers increasing their use of or investment in a number of measurement providers, there is not yet widespread adoption of an alternative currency or measurement solution, per a survey by the VAB Measurement Innovation Task Force.