The agreement will see NBCUniversal guarantee all local ad buys on Comscore measurement.

In practice, this means Comscore will support the transactional currency that local advertisers will negotiate for inventory with NBCUniversal across its 31 local markets, plus 42 NBCU and Telemundo-owned stations.

Frank Comerford, chief revenue officer and president of local sales at NBCUniversal, said: “With local advertising, it’s critical for marketers to be able to count audiences who accurately reflect the market at scale.

“We’re excited about our expanded partnership with Comscore, which will enable marketers to use near census-level data in real time, helping them understand, reach, and accurately measure their most valuable audiences.”

Jon Carpenter, chief executive officer at Comscore, added: “We are honoured by the trust NBCUniversal has placed in Comscore as they head into two of their biggest revenue drivers for local stations, the Paris Summer Olympics and the 2024 political season.”