Civis Analytics Will Continue to Use ComScore Viewership Data to Help Its Clients Improve TV Ad Modeling and Targeting Capabilities
comScore announced data science firm Civis Analytics will extend its licensing of comScore viewership data. Civis uses this data to create custom audiences, which go beyond traditional age and gender demographics, to offer its commercial, political and non-profit clients greater targeting capabilities for their TV advertising campaigns. comScore viewership data also grants Civis’ Media Optimizer clients the ability to analyze TV engagement of these custom audiences on a more granular level and then optimize their total advertising spend.
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“comScore data has powered Civis’ ability to deliver advanced TV buy recommendations to our clients across the public and private sectors. By providing us with unique reach and frequency results by audience and ad buys, comScore not only helps us validate the efficacy of our analytics approach but also enables our clients to deliver more personalized and targeted TV ad campaigns for both national and local markets,” said Steven Baumgartner, vice president of sales at Civis Analytics.
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“Civis has been a long-time user of comScore. We look forward to continuing our work with the firm – providing it with our local television data to inform and enhance its clients’ advertising efforts,” said Pamela Baratta, vice president of political sales at comScore.
Civis Analytics helps businesses use data to gain a competitive advantage in how they identify, attract, and engage loyal customers and employees. With a powerful combination of proprietary data, cutting-edge software solutions, and an interdisciplinary team of data scientists, developers, and survey science experts, Civis works with Fortune 500 companies and the country’s largest nonprofits to make data-driven decision-making essential to how the world’s best companies do business.
Last month comScore announced that it has grown its massive and passive television measurement footprint by more than 40 percent to include more than 69 million televisions in more than 31 million U.S. homes. With the expanded footprint, comScore is now measuring one in every two TV households in 52 of the 210 local U.S. television markets including Los Angeles (#2) and Dallas-Fort Worth (#5), and nearly one in every four TV homes nationally.
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