NBC and Telemundo TV stations deepen reliance on Comscore

NBCUniversal-owned TV stations announced a multiyear partnership to use Comscore’s linear TV currency as well as its local mobile and desktop insights.NBC- and Telemundo-owned stations will begin using Comscore's automotive, political and consumer targeting segments and sharing the data regarding value, relevance and performance with clients."We are pleased to expand our relationship with Comscore from four markets to our full owned station footprint," said Frank Comerford, chief revenue officer and president of commercial operations for NBCUniversal Owned Television Stations, in a statement. "As our industry continues to evolve and consumers' consumption preferences change, Comscore's currency will help us strengthen the way we already do business. As the only station group to have the ability to reach English, Spanish and bilingual audiences, Comscore's suite of tools will make it even easier for clients and advertisers to optimize their investments in our stations."The deal with NBCUniversal’s 40 owned and operated TV stations (both NBC and Telemundo) follows similar recent agreements for Comscore with broadcast TV groups Gray Television, Nexstar Media and Scripps. The influx of local TV broadcast groups to Comscore’s currency and measurement platform could end up having national implications for the company.