In what the two firms claim is a turning point in the business of TV and advanced currency, Viacom and comScore are teaming to produce cross-platform measurement data.
The multi-year partnership marks the first cross-platform deal for the newly merged comScore and Rentrak and will see the content giant gain deep access to comScore’s set of measurement tools and demographic capabilities, which span linear TV, video-on-demand (VOD), digital and over-the-top environments.
comScore’s cross-platform tools gather information from a footprint covering more than 40 million TVs and 120 million video-on-demand users in 210 markets across the US, in addition to more than 1.5 trillion monthly digital interactions. The generated data will be translated by Viacom’s proprietary suite of industry-leading data-driven advertising products and available for use as a currency for transacting. Viacom's media networks include Nickelodeon, Comedy Central, MTV, VH1, Spike, BET, CMT, TV Land, Nick at Nite, Nick Jr., Channel 5 (UK), Logo, Nicktoons, TeenNick and Paramount Channel.
The result say the firms will be that they can unlock maximum value to marketing partners by delivering the most complete view of the consumer in the industry.
“This partnership with comScore marks a fundamental watershed moment in the business of television,” commented Bryson Gordon, SVP data strategy Viacom.
“This revolution in targeting, currency and measurement is the equivalent of shifting from black and white to colour. Viacom’s longstanding investment in data and innovation and our unique ability to merge creativity and science has positioned us far ahead in the marketplace by delivering what partners crave – the most comprehensive view of the consumer and the most effective way to reach them.”
“We are excited to partner with Viacom on a deal that we believe will transform the way that advertising will be bought and sold,” said Serge Matta, CEO of comScore.
“With these new capabilities, Viacom’s advertising partners will be the first to benefit from a radically more efficient way of conducting business and reaching the most precise audiences imaginable.”