Fox will use a Comscore-based currency to support transactions on advanced audiences across its entire owned and operated footprint as part of the deal between the two companies.

Comscore’s local television tool combines TV viewership information with household-level consumer and demographic behaviour data, allowing buyers and sellers to access relevant metrics.

Carol Hinnant, chief revenue officer at Comscore, said: “We are proud to partner with Fox Television Studios to bring increased value to their expansive footprint.

“Fox Television Studios is getting ahead of the pack to ensure their advertisers have access to the most advanced offerings that local TV can provide.”

Chad Roscher, vice-president, research, at Fox Television Stations, said: “Because local television audiences have more choices than ever, measurement must evolve to include larger data sets.

“As such, Fox Television Stations is excited to partner with Comscore for local TV measurement, which incorporates millions of data points from key video providers.”