Comscore began linear TV measurement for ViacomCBS in 2014 and later expanded to develop advanced audiences.

The new agreement will include national TV currency for Viacom’s traditional linear advertising campaigns as the broadcaster looks to “diversify its partnerships” around measurement across linear and digital assets.

John Halley, chief operating officer of advertising revenue at ViacomCBS, said: “Comscore is making meaningful strides in investment, engineering, and product innovation to support the industry’s evolving needs as a cornerstone measurement provider.”