Comscore Renews, Expands ViacomCBS Deal

Comscore today set an expanded renewal agreement to provide ViacomCBS Inc. with Comscore’s national TV measurement currency for its portfolio of news, entertainment and sports networks.

Comscore’s partnership with ViacomCBS linear television measurement began in 2014 and quickly expanded to develop advanced audiences to support Viacom’s Vantage Platform. The new, expanded agreement goes beyond advanced advertising, and will enable ViacomCBS to guarantee its traditional linear advertising campaigns on Comscore’s national TV currency, “a key element,” Comscore said, as the media and entertainment company looks to diversify its partnerships around measurement across both its linear and digital assets.

“We highly value our innovative partnership with ViacomCBS and are now pleased to expand the relationship to include traditional linear currency solutions,” said Carol Hinnant, Comscore chief revenue officer. “Once again we are proud to partner with ViacomCBS to change the currency landscape.”

“Under its new ownership structure, Comscore is making meaningful strides in investment, engineering, and product innovation to support the industry’s evolving needs as a cornerstone measurement provider,” said John Halley, ViacomCBS chief operating officer of advertising revenue. “We believe Comscore can drive significant value for ViacomCBS, helping us achieve our goals around cross-screen measurement, while supporting our efforts toward a diversified currency strategy.”