Viamedia Expands Currency Relationship with Comscore
Comscore will be the exclusive currency in 72 of 73 Viamedia markets
Viamedia, the leading local cross-media advertising company, announced that Comscore, a trusted currency for planning, transacting and evaluating media across platforms, will be the exclusive TV currency in 72 of its 73 Viamedia’s markets.
“We have a long history of partnering with Comscore and are consistently impressed with the stability and granularity of their TV currency,” said Mark Lieberman, president & CEO at Viamedia. “It is an easy decision to rely on the Comscore currency in the majority of our markets as its approach to measurement reflects the modern media landscape for TV and beyond. And as Viamedia has expanded its services into the digital space, we needed a currency that’s reliable and scalable in today’s complex cross-platform world.”
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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 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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“We are thrilled to grow our partnership with Viamedia and to act as the exclusive TV currency for nearly all of its markets and be the measurement source for their future cross-platform efforts,” said Carol Hinnant, executive vice president, national, at Comscore. “As the video landscape continues to evolve in complexity, it’s important that advertisers have a more accurate and holistic view of the audiences they are trying to reach so they can optimize their advertising efforts and make business decisions with confidence.”
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