ViacomCBS renews and expands Comscore measurement deal

ViacomCBS has announced an expanded partnership with TV measurement firm Comscore.

The expanded renewal agreement will see ViacomCBS integrate Comscore’s National TV measurement currency for its portfolio of news, entertainment and sports networks.

The companies’ partnership first launched in 2014 – with then-Viacom – and has since developed to provide support for the broadcaster’s Vantage ad solution platform.

Comscore said that this new agreement goes beyond advanced advertising, and will enable ViacomCBS to guarantee its traditional linear advertising campaigns on Comscore’s National TV currency.

John Halley, COO of Advertising Revenue at ViacomCBS, said: “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. 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.”

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