• by Karlene Lukovitz  @KLmarketdaily, April 27, 2021

ViacomCBS has extended its agreement with Comscore to enable the media company to guarantee its traditional linear advertising campaigns on Comscore's national TV currency.

That option is now available in addition to the Nielsen national TV currency that ViacomCBS has exclusively used for many years.

ViacomCBS is a longtime subscriber to Comscore’s syndicated digital, video-on-demand and for the past four years, has used Comscore’s TV measurement in its data-driven/advanced linear advertising platform, Vantage.

The company’s move to add Comscore’s national currency as a guarantee option for linear campaigns comes as broadcasters and Nielsen tangle over broadcasters’ claim — denied by Nielsen — that Nielsen has been undercounting national TV viewers due to pandemic-driven panel limitations.  

Nielsen has rejected a request from the television advertising trade group VAB to undergo an immediate audit by Media Rating Council auditors.

"Under its new ownership structure, Comscore is making meaningful strides in investment, engineering, and product innovation to support the industry's evolving needs as a cornerstone measurement provider," stated John Halley, chief operating officer of advertising revenue at ViacomCBS, in announcing the expanded renewal agreement. "We believe Comscore can drive significant value for ViacomCBS, helping us achieve our goals around cross-screen measurement, while supporting our efforts toward a diversified currency strategy."