Comscore and SMI Launch eCPM for Linear TV Ads

Comscore has partnered with ad intelligence specialist Standard Media Index (SMI) to offer what it describes as the 'industry's first' advanced Effective Cost-per-Thousand Metric (eCPM) for linear TV advertising.

SMI collects ad pricing and spend data from actual invoices from media buying groups and independents, and uses it to provide ad intelligence across all media types - including TV, digital, out-of-home, print and radio. The new eCPM metric combines pricing data from SMI with viewing data from Comscore - both census-based - to create estimated CPM-based pricing metrics for inventory and investment strategy across all media.

Resulting data can be used for cross-screen planning, audience-based targeting and advanced measurement, with the ability to benchmark linear TV rates with digital, CTV and OTT. SMI President Ben Tatta says the new eCPM solution goes beyond age and gender, to provide 'effective rates' for linear TV for more than 100 advanced audiences. David Algranati, Chief Product Officer, Comscore, adds: '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'.

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