Dentsu to strike local TV deals using Comscore as currency

Media agency dentsu said it will shift its local television purchases to a Comscore currency-based, which will allow it to trade based on advanced audiences across all 210 markets.

Dentsu’s media buying units include Carat, dentsu X and iProspect. Dentsu has entered into an agreement for use Comscore to measure local television in February.

Dentsu and Comscore will conduct test purchases for two clients in the top 10 local markets based on impressions delivered to advanced audiences. Audiences will be built using dentsu’s M1 platform. Purchases will be planned and then put into service in early 2023.

A larger rollout to more markets is planned for next year. All major market broadcast stations and local cable inventory will also participate in the purchases, Comscore and dentsu said.

The TV industry has been looking for an alternative to Nielsen, long the dominant player in audience measurement. A group of companies using big data are vying to be used as currency for national purchases; Comscore is the best challenger for local television.

“At dentsu, we pride ourselves on knowing people better than anyone and have been at the forefront of discovering new ways to create addressable, audience-centric solutions in all media environments. For too long, our local TV buyers have been unable to reap the benefits of advances in data-driven buying,” said Jennifer Hungerbuhler, executive vice president, local and audio investment, dentsu Media US. “As we look to the future of media, the scale and stability of Comscore’s local TV data set, coupled with the power of dentsu’s M1 audience intelligence platform, provides us with new opportunities to transact accurately on the audiences that matter most to our customers and drive value in every market.

Comscore has embarked on a two-year proof-of-concept project designed to test its ability to be used as a local shopping currency. The test was led by Kathryn Roganti, senior vice president, commercial at Comscore and Karine McMaster, vice president, advanced media, local investing at dentsu Media US.

“Comscore has a long history of innovating the way media is bought and sold, and we are proud to partner with dentsu as they innovate the local media industry,” said Carol Hinnant, chief revenue officer at Comscore. “This test will demonstrate that progress in the way local media is treated is not only possible but necessary.” ■

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