Sinclair joins 15-plus stations on Comscore local TV measurement
Comscore has signed agreements with Sinclair and more than 14 other broadcast stations to provide local TV measurement services. The deals are driven by demand from national advertisers for cross-platform planning and measurement across linear broadcast and connected TV (CTV).
Key Takeaways
- Comscore signed agreements with Sinclair and 14+ other broadcast stations.
- The service is for local TV measurement.
- National advertisers are pushing for cross-platform planning across linear broadcast and connected TV (CTV).
Why It Matters
This gives Comscore another foothold in local TV measurement at a time when advertisers want comparable reporting across linear broadcast and CTV. The specific buyer demand in the article is from national advertisers, which helps explain why broadcasters are signing on to measurement services that span both sides of the TV stack. For streaming and ad-tech teams, the key signal is whether more station groups follow Sinclair and whether Comscore keeps adding local market coverage tied to cross-platform planning.
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