Horizon

The media agency announced today it will test Comscore’s local TV measurement for the 2023 media buying and planning period.

While most big ad agencies have intimated plans to utilize so-called “alternative currencies” — audience measurement estimates other than Nielsen’s — as part of testing and learning about what works best in this year’s upfront advertising marketplace, Horizon Media this morning put a hard number around it: 15%. The agency said it has committed to transacting “up to 15% of its deals” in the 2022-23 upfront TV advertising marketplace using “alternate currencies.”

E.W. Scripps draws more than 70% of its national spot revenue from per-performance transactions, one of a handful of station groups that have moved to that model. In a TVNewsCheck webinar last week, executives from Scripps, MagnaGlobal, ProVantageX and Horizon agreed that per-performance campaigns are beneficial for all parties involved.