BIA/Kelsey and comScore have struck a deal where comScore’s TV viewing metrics will be incorporated into BIA/Kelsey's local advertising spending data and forecasts.
The companies say the deal will offer “a station's position in the local video market marketplace and allow owners and operators to track and measure their audience success within the context of BIA/Kelsey's comprehensive local market data and analysis.”
While BIA/Kelsey has worked with Nielsen for its Nielsen Audio service, it has not worked with Nielsen TV metrics for over 10 years.
Rick Ducey, managing director, BIA/Kelsey, stated that this is largely driven by the growing demand for deeper local, linear TV research, and analytics.
ComScore processes set-top-box data from 17 million TV homes, including data from Dish Network, AT&T/DirecTV, Charter and Cox.
Data incorporated from comScore will be available beginning in the third quarter of this year, through its BIA ADVantage, Media Ad View and Media Access Pro data services.