Comscore, a trusted currency for planning, transacting and evaluating media across platforms, announced a groupwide agreement with The E.W. Scripps Company, one of the nation’s largest independent TV station owners, expanding its local market television measurement partnership across all Scripps television markets and stations.

As part of this agreement, Scripps will also leverage Comscore’s advanced automotive and political demographic currencies to sell the value and relevance, rather than just the size, of its audiences, in those key verticals.

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“By adopting the Comscore currency across all of our markets, our stations will greatly benefit from their stable, representative and granular insights to help us better understand our viewers’ behaviors, consumption habits and interests,” said Brian Lawlor, president of Local Media at Scripps.

Scripps owns 33 TV stations in 24 markets across the US, including in Phoenix; Indianapolis; Detroit; San Diego; Denver; Las Vegas; Buffalo; and Cincinnati. The agreement will include any stations added to the Scripps portfolio during the contract period, including the 18 stations Scripps has announced it will acquire from Raycom and Cordillera, in such markets as Lexington, Kentucky; Waco, Texas; and Colorado Springs, Colorado.

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“Comscore and Scripps have a long history of working together and we are excited to grow this partnership across all Scripps stations and future stations,” said Steve Walsh, executive vice president of local markets at Comscore. “Our currency will help empower Scripps’ television stations to better value their ad inventories and help their advertisers better optimize their campaigns to reach their most valuable audiences.”

With more than a decade of experience measuring television viewership from return path devices across tens of millions of households in all 210 local markets, Comscore is one of the industry’s most trusted sources for passively-collected television viewing data. Comscore is also a leader in Advanced Audiences, which allow the industry to go beyond age and gender to transact on consumer behaviors, interests and lifestyles. This enables TV stations, networks, advertisers, agencies and media companies at the local and national levels to effectively find and reach their ideal audiences to maximize their success.

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