Comscore and ShowSeeker Partner to Bring Person-Level Data to Pilot® Platform, Advancing Local TV Campaign Precision

Rhea-AI Summary

Comscore (NASDAQ: SCOR) has expanded its partnership with ShowSeeker to integrate person-level local live and DVR data into ShowSeeker's Pilot platform. This integration enables media buyers and sellers to evaluate and transact on audiences with greater precision, moving beyond household-level insights to include individual demographics like age and gender. The enhancement allows Pilot users to access Comscore's detailed viewership data directly within their workflows for building proposals, evaluating schedules, and measuring campaign performance. The collaboration represents a significant advancement in local TV measurement and campaign execution, with both companies working closely over the past year to ensure seamless API integration and user experience.

Positive

• Integration enables more precise audience targeting through person-level data vs. household-level
• Enhanced measurement capabilities for local TV campaigns with detailed demographic insights
• Seamless workflow integration through API connection between Comscore and Pilot platform
• Improved campaign planning and performance measurement capabilities for media buyers and sellers

Negative

• None.

Insights

Media Technology Analyst

Comscore's person-level data integration with ShowSeeker's Pilot platform enhances local TV measurement precision, potentially strengthening competitive positioning.

Comscore's expanded partnership with ShowSeeker represents a significant technological advancement in the local TV measurement landscape. By integrating person-level demographic data with local time-shifted viewing metrics into ShowSeeker's Pilot platform, Comscore is addressing a crucial industry need for more granular audience measurement beyond household-level insights.

This integration offers substantial operational value to media buyers and sellers by enabling more precise audience targeting and campaign evaluation. The ability to access age and gender demographics at the individual level, rather than just household impressions, should drive more effective ad spend allocation and potentially command premium pricing for more targeted audience segments.

From a competitive standpoint, this enhancement strengthens Comscore's position against Nielsen and emerging measurement providers by differentiating its local market offerings. The TV measurement space is undergoing significant disruption, and this partnership demonstrates Comscore's commitment to innovation in a critical growth area. The year-long development period indicates a substantial investment in ensuring seamless API integration.

While financial terms weren't disclosed, this integration should increase the utility and stickiness of Comscore's measurement products for local TV clients. The partnership addresses a specific pain point articulated by the industry and creates a more compelling end-to-end solution for media professionals navigating increasingly fragmented viewing patterns.

Integration delivers transactable person-level DVR data to local TV sellers

RESTON, Va., June 04, 2025 (GLOBE NEWSWIRE) -- Comscore (NASDAQ: SCOR), a global leader in measuring and analyzing consumer behavior, today announced an expanded partnership with ShowSeeker, the ad tech company behind Pilot®, a cloud-based campaign and order management platform. This collaboration brings Comscore’s person-level local live and DVR data into the Pilot system, enabling media buyers and sellers to evaluate and transact on audiences with unprecedented granularity.

Pilot has integrated person-level insights with local time-shifted viewing data, marking a significant advancement in local market measurement and campaign execution. This enhancement provides mutual clients with the ability to assess not just household-level impressions, but also the individual-level demographics, such as age and gender.

“The industry has long sought actionable, person-level insights to power more accurate and effective transactions, particularly at the local level,” said Steve Bagdasarian, Chief Commercial Officer, Comscore. “This expansion of our partnership with ShowSeeker enables the real-world application of Comscore’s person-level audience data, bringing a new level of measurement fidelity to the campaign planning and selling process.”

The integration allows Pilot users to seamlessly surface Comscore’s local live and DVR data at the person level within their workflows, enhancing the ability to build proposals, evaluate schedules, and measure campaign performance, all within a platform built specifically for the needs of media buyers and sellers.

“This update gives Pilot users a new layer of precision,” said Nick Anaclerio, Senior Vice President of Product Strategy at ShowSeeker. “By integrating person-level data, we’re aligning Comscore insights with the tools teams use to evaluate audiences, build proposals, and measure performance, pushing the product in exactly the way our users expect.”

“As a researcher, I longed for the day Comscore TV would have person-level data for our buying and selling community. I know many others have shared that aspiration,” said Kevin Dang, Director of Research and Insights at ShowSeeker. “Combining the industry’s most advanced audience data set with an everyman’s take on viewership makes planning not just more robust but also more relatable. I couldn’t be more proud of our respective Product and Development teams. This breakthrough represents a collaboration of not only technology, but of shared minds that wanted nothing more than to make measurement make sense.”

The Comscore and ShowSeeker teams have worked in close coordination over the past year to ensure tight API integration and a frictionless user experience. As this update rolls out, mutual clients can expect a significant step forward in targeting precision, proposal automation, and post-campaign analysis.

About Comscore

Comscore is a global, 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 empowers media buyers and sellers to quantify their multiscreen behavior and make meaningful 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 ShowSeeker

Founded in 2003, ShowSeeker provides cloud-based campaign management, planning, and workflow solutions for the media industry. Its flagship platform, Pilot, streamlines the advertising sales lifecycle—from proposal creation through campaign reporting—while offering clients powerful, integrated audience insights to maximize ROI and operational efficiency.

Press Contacts:

Comscore, Inc.
Marie Scoutas
press@comscore.com

ShowSeeker
Showseeker@bobgoldpr.com

FAQ

What is the partnership between Comscore and ShowSeeker about?

The partnership integrates Comscore's person-level local live and DVR data into ShowSeeker's Pilot platform, enabling more precise audience targeting and measurement for local TV campaigns.

How does this integration benefit SCOR's clients?

Clients can now access individual-level demographics instead of just household-level data, enabling more precise audience targeting, improved campaign planning, and better performance measurement.

What specific data does Comscore (SCOR) provide through the Pilot platform?

Comscore provides person-level local live and DVR data, including individual demographics such as age and gender, for local TV audience measurement.

What capabilities does the Pilot platform offer with Comscore's integration?

Pilot users can build proposals, evaluate schedules, and measure campaign performance using person-level audience data within their existing workflows.

When will the Comscore-ShowSeeker integration be available?

The integration is rolling out as of the announcement date, following a year of close coordination between both companies' teams.