Spectrum Reach Sees More Stability in Local Measurement With Comscore

quotComscore has a richer massiveandpassive methodology in measuring local audiencesquot explained Beth Plummer Senior Vice President Chief Revenue Officer at Spectrum Reach quotTheir data is based on real viewing behavior settopbox returnpath data and it39s anonymizedquot That39s an improvement over research methods that other audiencemeasurement companies use she addedPlummer also made the switch based on the belief that the full data set would be more stable and reliable Comscore39s ability to include Spectrum39s firstparty data in a privacy compliant manner was a big selling pointIn the past Spectrum and the industry in general has had posting and measurement issues quotWe would tell advertisers that we39re going to deliver this many impressions or a certain amount of gross rating pointsquot Plummer said quotBut we were seeing wild fluctuations in delivery after the campaign because the data we used to build the campaign was not stablequotSince making the switch Spectrum has found that the Comscore data is considerably more stable with less fluctuation daytoday and weektoweek compared with previous data setsPlummer39s initial Comscore efforts focused on Spectrum39s local sales channels that have suffered the brunt of small sampling and volatile unstable data Advertiser reaction to the Comscore data quothas been really very strongquot she said quotWe started our big transition in our southeast region last year which is Alabama and Floridaquot Now the majority of Spectrum39s clients in the area are transacting with ComscorequotOur local advertisers are receptive to using Comscorequot Plummer continued quotMany of them were familiar with it and already purchasing that dataquot Her next efforts will include larger markets and more regional advertisers Right now quotIt39s predominantly smaller agencies where we39ve made more traction but we39re continuing to chip away at the larger onesquot she notedOne of the challenges Spectrum has to overcome is related to the legacy buying systems at the agencies some of which aren39t able to accommodate Comscore data for stewardship and posting While some systems are fairly entrenched others are capable of working off additional data setsFor some agencies it39s an eitheror situation Plummer explained quotYou39re either a Nielsen shop or you39re a Comscore shop But a lot of the agencies buy Comscore data for precampaign planning and other purposesquot she said quotThis isn39t just a Comscore problem This is an issue for any of the new measurement companies that are all trying to figure out how to work with the agencies39 buying systems And agencies also want to transact using different data setsquotFrankly quotagencies really don39t like the data instability eitherquot she asserted quotThey want us to deliver the campaign audience that we sold them It39s a lot of work on the agencies39 backend to deal with makegoods and under delivery So I think it39s better for the agencies and I hope a year from now more of them will have adapted to using ComscorequotBottom line legacy audience research options no longer work for the industry and it39s up to the media companies agencies and measurement companies to fix it Plummer pointed out quotConsumers have changed how they watch TV They39ll say 39I39m watching TV39 but they39re streaming or watching it on their phonequotOur industry has not moved as quickly as consumers havequot she concluded quotIt39s that shift in consumer behavior that has accelerated the need for us to embrace alternate measurement companies such as ComscorequotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Spectrum Reach Sees More Stability in Local Measurement With Comscore

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Charlene Weisler

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Spectrum Reach Sees More Stability in Local Measurement With Comscore

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