NBCUniversal says that for the first time, it will begin to transact with local advertisers using Comscore across 42 NBC and Telemundo-owned TV stations in 31 markets.

In addition, NBC says it now offers guarantees on impressions for viewers 18 years of age and older on all buys.

NBCUniversal will also work with InnovidXP for more metrics in those markets, giving marketers real-time, business-outcome data.

In addition to NBCU local TV stations in 31 markets, the deal will include real-time audience reach, attribution, and impact metrics across six regional sports networks, all NBC Spot On and Peacock inventory.

NBC touts Comscore measures one in every two to five homes in a local DMA, which it says is much better than Nielsen which only measures one in every 1,600 to 2,000 homes in a specific market.

Last year, NBCU “certified” Comscore as one of its currency partners. It says Comscore’s near census level data offer up to 48-hour delivery of data.
NBC says the new measurement partners will help local TV advertisers move beyond outdated age and gender demographics when it comes to advertising deals.

Last year, Fox Television Stations struck a deal with Comscore to use its local TV-based "currency" for advanced audiences advertising deals.