The State of Local Market Measurement

The State of Local Market Measurement

How Local Television Stations and Agencies are Navigating the Evolving Measurement Landscape

In today’s highly-fragmented viewing ecosystem, local stations and agencies alike must rely on detailed, passively-measured return path data from millions of homes covering every ZIP code across all 210 local markets to yield a truly representative and stable picture of audience viewing patterns. So, what’s to make of all of this “big data,” and what does it mean for television and advertising at the local level? Furthermore, is it really just the data that matters, or is it how you use the data that really moves the industry – and your revenue – forward? In this open panel discussion, comScore EVP of Local Markets, Steve Walsh, will sit down with leaders from the station and agency sides of the business to discuss how advancements in television measurement – including the availability of granular STB data, the ability to overlay consumer purchase and behavioral information through Advanced Audiences, and multiplatform methods of content delivery – are driving the current state of how they do business.

# Stacey Schulman
# Frank Friedman
# Larry Delia
# Steve Walsh

Comscore is the trusted currency for planning, transacting, and evaluating media across platforms.

Comscore is the trusted currency for planning, transacting, and evaluating media across platforms.