Comscore and Standard Media Index Launch First Effective Cost-per-Thousand (eCPM) Metric for National Linear Television Ad Spend
Comscore/SMI eCPM solution provides unified metrics for evaluating, planning and optimizing audience-based campaigns on TV
RESTON, Va., March 17th, 2022 – Comscore (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluating media across platforms, is partnering with Standard Media Index, the authority for media spend and pricing data, to offer the industry’s first advanced eCPM metric for linear TV advertising.
The eCPM metric combines census-based pricing data from SMI with census-based viewing data from Comscore to create estimated CPM-based pricing metrics for more effective inventory and investment strategy across all media. The solution is available through the Comscore eCPM module hosted on the HiveMensio platform.
“We’re excited to partner with SMI to accelerate the transparency of metrics related to ad spend associated with every quarter hour of TV viewing across the most comprehensive set of advanced audiences,” said David Algranati, Chief Product Officer, Comscore. “As consumer viewing behavior continues to rapidly evolve, eCPMs unified metric will provide both the buy side and sell side a greater understanding of the competitive marketplace.”
“As the industry transitions to a more impressions-based currency, it’s essential for buyers and sellers to be armed with complete and accurate CPM-based pricing metrics for linear TV across all publishers, day-parts, programs and target audiences,”says Ben Tatta, President, SMI. “This new eCPM solution goes far beyond age and gender to provide effective rates for linear TV for more than 100 advanced audiences. This data can be used for cross-screen planning, audience-based targeting and advanced measurement with the ability to benchmark linear TV rates on an apples-to-apples basis with digital, CTV and OTT.”
For more information on the new Linear eCPM solution, click here.
About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement.
About SMI
SMI reports on census-level, complete billing records for placement-level detail of all media transactions in all media types as supplied by the world’s largest media buying groups, as well as leading independents, and organizes that data to create a clear, granular, and easy-to-use database for our clients and agency partners.
Depending on the market, SMI captures between 70 and 95% of all agency spend. By aggregating it, SMI offers detailed ad intelligence across all media types, including Television, Digital, Out-of-Home, Print, and Radio. Depending on the market, data can be broken down by unit cost, media owner, ad type, buy type, advertiser product category, and other dimensions.
Clients use SMI data to determine media mix models, create competitive benchmarks, and gain visibility into pricing level data. The data also allow them to understand marketplace trends on a product category level, evaluate ROI of tentpoles and sporting events, and break out ad formats by media type to highlight the effectiveness of different kinds of placements.
Our data supports insights covering 34 countries around the world.
