Comscore, a trusted partner in planning, transacting, and evaluating media for the connected consumer, has announced the expansion of “Pulse” today. Pulse provides agencies, brands, and media companies with 48-hour TV measurement nationally and in all 210 U.S. media markets. For the first time ever, U.S. media markets will be reported on at speed to enable real-time optimization for brands, agencies and sell-side partners.
This expanded offering is the first-of-its-kind, previously the industry only had access to timely reporting from the top 60 media markets, 35 of which now also receive advertising campaign pacing or demo-viewing levels.
With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence, Comscore allows media buyers and sellers to quantify their multi-screen behavior. They’re a proven leader in measuring digital and TV audience insights and advertising at scale, Comscore is this industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement. Their expansion, Pulse, is a game-changer.
Pulse is built from the zip code level up, consistent with Comscore TV’s unique methodology. It has the same passively collected returned path data and massive coverage levels that account for an average of 1 in 3 households.
“Our data with Pulse is an industry first and highlights Comscore’s investment and innovation in television consumption measurement. Our measurement is now the only solution to report viewing in 48 hours for ever local TV markers, and nationally with the same single source methodology regardless of the market,” stated Comscore Chief Revenue Officer Carol Hinnant. “This advancement allows the industry to make faster programming and advertising decisions with confidence.”
Pulse delivers faster speed, transparency and confidence to consumers planning, buying, and evaluating media at not only the national level, but across local levels in any or all 210 U.S. media markets. Available through Comscore’s product offering, API feed and third-party processors, Pulse offers enhanced abilities to optimize campaigns with data that provides 93% predictability,
“We have relied on Comscore as our trusted source for television analytics for years, but with the innovation of Pulse data, we will better serve our clients and their agencies, giving us the tools we need to be more agile and responsive to their television campaigns,” states Jackie Lynch, General Manager, WXTX FOX 54, American Spirit Media, Columbis, GA/Auburn, AL DMA. “Having more timely data allows us to utilize inventory in new programming like never before, proving its value, and optimizing viewership goals for our advertisers.
The launch of Pulse’s capabilities at the national and local level across U.S. media markets following the recent selection of Comscore by Warner Bros. Discovery as a preferred currency provider. This partnership taps Comscore’s unparalleled linear and cross-platform audience measurement abilities, enabling alternative currencies for national advertisers. These currencies can transact across linear inventory and data-driven advanced advertising solutions in the 2023-2024 Upfront.
Comscore partner Vicki Mattocks, Senior Media Buyer at Runyon Saltzman added, “We’re very pleased to have access to the viewing metrics that are now provided with Comscore’s newly released Pulse data. This will be extremely helpful in fine-tuning, optimizing, and improving the precision of our media buys in real time.”
Additionally, Comscore has been selected by Tubi as a preferred cross-platform measurement solution with Comscore Campaign Ratings (CCR) to offer more choices for Tubi advertisers on how they measure audiences for their campaigns.
As linear TV comes under increasing pressure from streaming, Comscore’s Pulse will allow brands to optimize their linear campaigns to be as effective as they can. Marketers will finally have the data they need, and deserve, to leverage local TV advertising.