The agreement will see Effectv use Comscore’s audience impression-based measurement tools with local advertising clients.

Comscore and Comcast agreed in 2020 to integrate de-identified Comcast viewing data into local and national measurement services.

The agreement follows similar arrangements between Comscore and NBCUniversal, Discovery, Disney, Paramount, WarnerMedia, Fox Corporation, Spectrum Reach and OpenAP.

Bill Livek, chief executive and executive vice-chair at Comscore, said: “With local media emerging as a key channel for brands due to its consumer relevancy and proximity to point of purchase, there is a need for proven, more reliable approaches to measurement.

“We are looking forward to working with Effectv to enable advertisers to use Comscore’s local TV measurement as currency to deliver that enhanced campaign reporting.”

James Rooke, general manager at Effectv, said: “The pace of change in media measurement continues to accelerate and advertisers today are seeking new solutions and capabilities to better understand consumer behaviour and to reach and engage with them across multiple screens and devices.

“We’re looking forward to working with Comscore to drive innovation and new frontiers in measurement, while offering choice and independence for our clients.”