Audience measurement firm Comscore has struck a deal with Magna, part of IPG Mediabrands, to use Comscore’s local television ratings to “inform” local TV buys across the organization.

The companies said Comscore is the only alternative ratings service that will be utilized by Magna for local television. The firm also uses the Nielsen local ratings. 

Beginning in Q2 of 2023, Magna’s local television planning and buying teams will be able to tap into Comscore’s local TV impressions and ratings data, “adding an additional layer of precision to planning and buying efforts in all 210 local markets.” 

Magna and Comscore also plan to incorporate advanced audiences into local media buys via the Comscore television dataset, enabling local buying to be conducted on more precise audience types.  

“At Magna, our continued ability to excel at data-driven planning and buying requires the adoption of new datasets, including those that support key initiatives such as shifting towards high value audiences that are proven to be effective in influencing consumer behaviors,” said Joe Cerone, executive vice president, local investment at Magna.  

“The evolution of the Comscore/Magna partnership is a testament to Comscore’s leadership position in TV data and measurement, and Magna’s continued commitment to being at the forefront of media investment,” said Comscore CEO Jon Carpenter.

 Magna also utilizes Comscore's national TV data.