The partnership will take place in two phases, with the first focusing on data analysis and a discovery phase to test the rigour, stability and viability of Comscore data as an alternative local measurement currency.

The second phase will be an in-market live test, which will allow Horizon to test the technical and commercial viability of Comscore’s local tools.

Horizon will assess the outcomes from phase two based on client and brand objectives and needs from test plans and buys.

Carol Hinnant, chief revenue officer at Comscore, said: “Comscore has been the only true local-market currency against the incumbent for more than 10 years and we are proud to count Horizon among those looking for a more reliable and innovative alternative.

“We look forward to continuing through the testing phase and working with Horizon as we continue to advance innovation in local TV measurement.”

Eric Blankfein, executive vice-president of Cord at Horizon Media, said: “Horizon is looking to evaluate Comscore on various elements of the ‘currency’ process.

“This will range from the efficacy of the planning data and tools to the stability and volatility of the data over time, as well as its usability within the buying process with Strata/Freewheel.

“We are encouraged by Comscore’s position on all these elements, enough so to give them the balance of 2022 to test as an alternative local video currency.”