Block Stations Add Comscore Measurement

The station group will use Comscore local television ratings and Advanced Automotive data at its television stations in Louisville, Ky.; Decatur, Ill.; and Lima, Ohio.

Multiplatform measurement company Comscore today announced a long-term agreement to provide Block Communications with measurement services for its WDRB Louisville, Ky.; WAND Decatur, Ill.; and WLIO Lima, Ohio, with the stations in Decatur and Lima using Comscore exclusively. Block will also use Comscore’s advanced automotive audience data as currency as a part of this agreement.

“We have been closely watching the growth and evolution of Comscore’s local television measurement for some time,” said Barry Fulmer, vice president of WDRB Media. “They have delivered on their commitment to fundamentally improve the quality and scope of local television audience measurement, and the marketplace has spoken: Comscore’s measurement via massive, passive viewing databases is today the more stable and representative TV measurement source. Now is the time for Block to become engaged in using Comscore as a primary currency; several of our markets will be using Comscore exclusively and all of our stations are excited to have access to their Advanced Automotive ratings.”

“Comscore is very excited to be welcoming Block Communication to the Comscore family with this partnership,” said Steve Walsh, executive vice president of local markets at Comscore.

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