Local News Intelligence Helps Local Stations Understand Which Elements of a Broadcast Drive Engagement and Increase Audiences Across Platforms
comScore announced that it has partnered with Transform Inc to launch Local News Intelligence, a data-driven analysis service which allows local TV stations to understand the factors that drive local news audiences and create viewer engagement across platforms. By leveraging comScore’s local TV information against Transform’s proprietary platform, the Local News Intelligence service combines ratings, video metadata, audience listening, promotional and marketing data to innovate the way local television stations understand, manage and optimize their news content and formatting.
Using the Local News Intelligence service, local stations are able to tie video elements such as location, story count and segment type to ratings, as well as connect social engagement to specific anchors, reporters, story types and ratings for their own station and competitor stations. Subscribed stations can identify what aspects of their news content – including those tied to their on-air promotional and external marketing effort – resonate across platforms.
“In today’s competitive local news landscape, making the right decisions for everything from investing in new sets and brand positioning to talent, story order, cadence and topic, can deliver a significant difference to topline revenue and bottom line profitability,” said Steven Walsh, executive vice president, local markets for comScore. “comScore is excited to partner with Transform on the Local News Intelligence service, to help stations make more informed decisions on their news product.”
Along with providing television viewership data for the service, comScore will also be the exclusive sales channel for the Local News Intelligence service.
“comScore was our first choice to partner with as a best-in-class data source and as sales representation. Together we will take local news intelligence to the next level by bringing data-driven decision-making to performance and engagement. This is a momentous step to bring AI and machine learning to local news analysis,” said Randa Minkarah, chief operating officer and co-founder of Transform Inc.
comScore and Transform are officially launching their partnership at the NAB Show, taking place between April 8-12 in Las Vegas.