BIA Integrates Audience Data From ComScore

The audience measurement service’s station-level local television data is now part of BIA ADVantage.

BIA Advisory Services has integrated comScore’s local television audience measurement and ratings information into BIA ADVantage, a proprietary platform that delivers local market advertising intelligence for all 210 local television markets.

“As the demand for instructive analytics and competitive insights increases in the local television marketplace, we are focused on integrating the information that helps broadcasters make grounded and important local market assessments,” said Tom Buono, CEO and founder of BIA Advisory Services. “Through our on-going partnership with comScore, we believe we’ve selected a unique set of data that addresses the demand for actionable intelligence. Combining views of comScore data with our forecasts and advertiser research provides broadcasters the ability to assess their market strength and competition in a way not previously possible.”

BIA integrated comScore’s television daypart data within the BIA ADVantage platform to provide a deeper view into local television markets. Now, BIA ADVantage subscribers can view details on local market station ratings, audience share and average audience. Results, which are provided for the total day and for seven different dayparts, provide a snapshot of how well each station in a market is doing in attracting overall audiences.

“ComScore is pleased to be working with BIA as we share the same goal of helping our clients drive their businesses forward successfully,” said Steven Walsh, EVP, local television, comScore. “Our partnership continues to deliver valuable local market analyses that helps broadcasters better understand their competitive position and opportunities.”

Details about the data enhancements will be shared during a client-only webinar in early June.


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