NBCUniversal has announced two enhanced local measurement partnerships with Comscore and InnovidXP that is says will help advertisers better understand audience reach and move closer towards impact reporting.  

For the first time, NBCUniversal will be transacting and guaranteeing on Comscore across its 31 markets and 42 NBCU and Telemundo-owned stations with plans to move to 18+ guarantees on all buys.    

In collaboration with InnovidXP, NBCU has rolled out new impact and incrementality metrics, giving local marketers real-time, outcome based KPIs across platforms, which allows for better campaign optimisation and, ultimately, increases conversions.

“Comscore and NBCU are longstanding partners and we are honored to expand our partnership to support their move toward a more precise and reliable local measurement guarantees for all buys. This announcement further expands and enhances Comscore as a leader in Local Television measurement. Our near census level data and fast 48 hour delivery, coupled with our advanced audience tools are helping clients like NBCU and their advertising partners maximise the opportunity to engage with audiences across local markets,” commented Jon Carpenter, CEO, Comscore.

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Tags: comscore, Innovid, InnovidXP, measurement, nbcu, NBCUniversal