Comscore Expands TV Deal With NBC/Telemundo Stations, Increases Data Points

Following a number of new TV station deals, Comscore has renewed another major contract -- with 40 NBC and Telemundo TV owned stations -- that incorporates a broader range of consumer-marketing data.

The new expanded deal includes existing linear TV and local mobile and desktop, but now includes political, automotive and consumer targeting segments.

Financial terms were not disclosed.

Recently, Comscore made major deals with Nexstar Media Group and Gray Television.

Although many TV executives continue to complain about current TV measurement systems -- and make broader deals with Comscore -- legacy TV researcher Nielsen has been renewing its TV station agreements.

Analysts says Nielsen’s existing “currency” -- the measurement as the basis for pricing around TV advertising deals -- remains mandatory for business operations.

After a protracted and high-profile battle with CBS at the end of 2018 -- for national and local TV data -- Nielsen struck a renewal. Although financial details were not disclosed, estimates were that it rose slightly from its previous $100 million-a-year agreement.

At the time, CBS said if it could not make a deal with Nielsen it would use Comscore data.

Nielsen also scored new end-of-the year deals with Cox Media, Raycom Media, and Hearst Television.

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