The partnership will allow Magna’s local television planning and buying teams to access Comscore’s local TV impressions and ratings data across 210 local US markets.

The agreement follows a previous IPG Mediabrands announcement on evaluating services as part of an assessment of alternative national television currencies.

Jon Carpenter, chief executive officer at Comscore, said: “The evolution of the Comscore/Magna partnership is a testament to Comscore’s leadership position in TV data and measurement, and Magna’s continued commitment to being at the forefront of media investment.”

Joe Cerone, executive vice-president local investment at Magna, said: “Comscore’s massive, stable dataset supports the innovation we hope to bring to our local planning and buying efforts in the coming years, and we are excited to join them at the forefront of this critical turning point in local television.”