In a significant development for the media measurement industry, Comscore has announced an expanded partnership with Coastal Television’s Media Group. This multi-year agreement enhances Comscore's role as a leading provider of TV measurement and advanced audience data across 12 markets served by Coastal Television. The collaboration will provide deeper insights into local market performance, enabling more effective advertising strategies for clients.

Details of the Expanded Collaboration

In the heart of January, a pivotal moment unfolded in Reston, Virginia, where Comscore, a global leader in consumer behavior analysis, declared the extension of its strategic alliance with Coastal Television’s Media Group. Effective from January 2025, this comprehensive multi-year deal solidifies Comscore’s position as the premier provider of TV measurement and advanced audience data across 12 key markets operated by Coastal Television.

The new agreement grants Coastal Television access to Comscore’s cutting-edge measurement capabilities, including detailed demographic data such as county-level analytics, automotive insights, and political segments. These tools empower marketers to craft highly targeted campaigns based on specific audience behaviors, significantly enhancing advertising effectiveness. Steve Bagdasarian, Chief Commercial Officer at Comscore, expressed enthusiasm about deepening the relationship with Coastal Television, emphasizing the importance of understanding unique market characteristics to drive revenue growth.

Bill Fielder, Founder and CEO of Coastal Television’s Media Group, highlighted the strategic importance of this partnership. As Coastal Television continues to expand its portfolio of stations, the integration of Comscore’s advanced measurement tools will enable the company to offer data-driven strategies that maximize advertising impact and foster business growth.

About Comscore: Comscore is a global leader in measuring and analyzing consumer behaviors. With a robust data footprint that spans digital, linear TV, over-the-top content, and theatrical viewership, Comscore provides actionable insights that help media buyers and sellers make informed decisions. Known for its reliable cross-platform measurement, Comscore is a trusted partner for quantifying multiscreen behavior and driving meaningful business outcomes.

This expanded partnership marks a significant milestone in the evolution of national and local TV measurement, positioning both companies for sustained success in an increasingly competitive market landscape.

From a journalistic perspective, this development underscores the growing importance of data-driven strategies in the media industry. The ability to leverage advanced audience insights not only enhances advertising effectiveness but also empowers media companies to better serve their clients and adapt to evolving market conditions. As the media landscape continues to transform, partnerships like this one between Comscore and Coastal Television exemplify the future of precision marketing and audience measurement.