Comscore extends Gray Media partnership

The multi-year agreement will see Gray Media adopt cross-platform measurement platform Comscore Campaign Ratings (CCR) starting in 2025.

CCR will allow Gray Media to gain access to cross-platform insights with in-flight monitoring.

Gray Media has added more TV stations, including broadcast regional sports networks, for measurement by Comscore.

The company will also use Comscore’s Advanced Audience tools, including county, automotive and political data, and Plan Metrix, which helps marketers to plan against very specific audiences based on behaviour.

Steve Bagdasarian, chief commercial officer at Comscore, said: “This expanded partnership represents a significant step forward in the measurement space as we continue to work alongside Gray Media to provide data-driven insights that fuel their continued growth and success.

“We take pride in Gray’s confidence in our advanced cross-platform audience measurement solutions and are pleased to expand this important relationship.”

Matt Jaquint, senior managing vice-president, chief revenue officer, at Gray Media, added: “We appreciate Comscore’s continued advancements in audience measurement and are pleased to roll out these solutions across more of our stations.”