WideOrbit worked with Comscore to make person-level demographic data available in WO Media Sales and WO Fusion, providing WideOrbit customers a tool for more precise targeting and more effective advertising campaigns.

Person-level data gives broadcasters the option to transact on accurate data based on the individuals within a household, including the ability to make apples-to-apples comparisons of person-level demos versus household data across all 210 local markets, with the stability for which Comscore data is known. For example, users can view the household Age Range alongside the person-level age demos of the individuals living within the household.

Person-level data is available now in WO Media Sales and WO Fusion, including:

• Data from all 210 local markets
• Historical data from January 2023 to today
• Go-forward data with 21-day latency for Final data
• Data includes:
  • WO Media Sales: Live
  • WO Fusion: Live, Live + Same Day, Live +1, Live +3, and Live +7
• Rating, Average Audience, Share, Sets in Use
• 90 Age/Gender Demo Breaks for Persons aged 2 or more (P2+)

“This marks the first time market-level TV data at scale, with Comscore’s level of stability, will be available in WideOrbit across all 210 of our markets,” said Steve Bagdasarian, Comscore Chief Commercial Officer. “As the demand for more granular audience insights continues to grow, we’re proud to offer person-level data to broadcasters through this collaboration, ultimately driving more effective and targeted campaigns.”

“In an increasingly competitive advertising climate, precise measurement insights are critical to helping local TV broadcasters build targeted campaigns that deliver successful performance,” said Ed Salgado, WideOrbit SVP, Software Engineering. “Through WideOrbit’s collaboration with Comscore, WO Media Sales and WO Fusion users will gain access to person-level demographic data in their effort to maximize revenue and proof-of-performance, allowing advertisers to target consumers with more precision than ever before.”

“Accurate, timely data is the key to effectively planning, transacting, and measuring advertising outcomes,” said Brian Thoman, WideOrbit EVP of Technology. “We’re excited to integrate new data sources to help broadcasters drive better campaign outcomes that meet the needs of their advertisers.”

Comscore’s person-level data is available to WO Media Sales and WO Fusion users already using Comscore household data. Simply reach out to WideOrbit Product Support or your Customer Success Manager to enable access to person-level data.