Comscore Signs Exclusive Agreement with Imaginuity for Local TV Measurement

Native & Programmatic AdvertisingAnalytics

By PRNewswire On Oct 4, 2021

Comscore, a trusted partner for planning, transacting, and evaluating media across platforms, today announced that it has signed a new agreement with integrated marketing agency Imaginuity for local television measurement. Under the terms of the agreement, Imaginuity will be exclusively utilizing Comscore’s local market television insights in markets across the U.S. to provide the greatest ROI for their client partners.

A Dallas-based fully integrated traditional and digital marketing agency, Imaginuity is reimagining marketing for the connected age. Bringing together imaginative thinking and innovative technology to help their clients’ marketing programs achieve more, the agency has been recognized as one of the fastest growing, privately held companies in the U.S. by Inc. magazine for the past two years.

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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.”

“We are excited to partner with Imaginuity and help them grow their revenue opportunities through superior measurement that results in better business outcomes,” said Carol Hinnant, Chief Revenue Officer, Comscore. “We are confident that our passive and stable approach to television audience measurement gives advertisers accurate audience insights.”

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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