The station group will exclusively use Comscore’s local TV currency in 80 of its 91 markets.
Comscore today announced an expanded partnership with Gray Television. As of Jan. 1, Comscore is the local linear currency for the entire legacy Gray market footprint as well as the majority of Raycom’s legacy footprint, including two of its largest markets, Cleveland and Louisville.
“Through our use of Comscore in a number of markets in recent years, we saw first-hand the accuracy and stability of Comscore’s local TV currency,” said Bob Smith, Gray’s chief operating officer, local media. “In fact, when polled, our general managers in all 57 legacy Gray markets made clear they preferred Comscore as their trusted currency — so it was an easy decision to shift all these markets to Comscore. We also have been very pleased with the agency reaction to our decision, which confirms the growing industry confidence in Comscore’s measurement methodologies both now and in the future.”
Following its acquisition on Wednesday of Raycom Media, Gray now owns and/or operates television stations in 91 markets across the country, reaching approximately 24% of U.S. television households. Comscore is now the exclusive ratings currency for 80 of these markets.
“We are thrilled to grow our relationship with Gray across its growing footprint,” said Steve Walsh, Comscore’s EVP of local markets. “Partners like Gray see the benefits of a modern currency, one that helps them grow their businesses in a cross-platform world, and we are excited to advance our partnership with those with progressive growth mindsets.”