Media measurement company Comscore has struck a deal with ad intelligence and pricing data firm Standard Media Index to offer an advanced eCPM -- an “effective” cost-per-thousand viewer metric --- for linear TV advertising.The new measure combines census-based pricing data from SMI with census-based viewing data from Comscore.
This eCPM, says SMI, goes far beyond age and gender, offering effective rates for linear TV for more than 100 advanced audiences.
It can be used for cross-screen planning, audience-based targeting and can “benchmark linear TV rates on an apples-to-apples basis with digital, CTV and OTT,” Ben Tatta, president of SMI, said in a release.
More and more of the TV and streaming industry has been increasingly moving to more impression-based “currency” for media transactions.
In June 2021, SMI started up an “effective” cost-per-thousand viewer (eCPM) cross-media comparison data platform -- “Pricing Intelligence Suite” -- showing a comparison of advertising CPMs for linear and digital media.
Based on its national advertiser invoice database -- mapped to TV audience ratings from October 2020 to March 2021 -- it showed the effective CPM in entertainment prime-time shows for Nielsen C3 data among the adults 18-49 demographic to be $77. This compares to a $55 eCPM for late-night and $20 for daytime.