BIA/Kelsey and comScore in Local TV Metrics Deal

US research and advisory firm BIA/Kelsey and comScore have partnered to deliver an integrated view of a TV station's position in the local video marketplace.

BIA/Kelsey offers a range of consulting and valuation services, research and conferences to clients in the local media space, including the Social Local Media service which is dedicated to analyzing the social media 'ecosystem'.

Through the deal, comScore's local TV station-level audience measurement information will be integrated into BIA/Kelsey's local advertising spending data and forecasts, to deliver local market audience and ratings metrics. BIA/Kelsey will incorporate aspects of comScore local television data into its new local market data dashboard, BIA ADVantage, and its Media Ad View and Media Access Pro data services. Steven Walsh, comScore's EVP, Local Television, says the alliance will help broadcasters better understand their competitive position and opportunities.

Rick Ducey, MD, BIA/Kelsey, adds: 'We're seeing a growing demand in the local linear television marketplace for innovative analytics and insights. Integrating our data offers broadcasters a complete, reliable and efficient view into their local television markets not previously possible'.

Web sites: www.biakelsey.com and www.comscore.com .