Local Media Watch

<< Return to Blog

New Lens On Local Helps TV Sellers Compete Better

by | May 30, 2018 | BIA, Blog, Broadcast

Advertisers expect media sellers to have knowledge of their market, business and what works for advertising. In fact, our small business survey (Local Commerce Monitor) respondents rank in-depth product intelligence and the value of the product vs. others as top wants from a sales call. To stand out especially to TV advertisers, it’s important to understand audience reach and be able to show that to potential advertisers.

“As the demand for instructive analytics and competitive insights increases in the local television marketplace, we are focused on integrating the information that helps broadcasters make grounded assessments,” said Tom Buono, CEO and Founder, BIA Advisory Services.

Today we announced the addition of  comScore’s local television audience measurement and ratings information into BIA ADVantage, our proprietary platform that delivers local market advertising intelligence. Leveraging comScore’s local television information delivers valuable audience details for every station in all 210 local television markets.

Tom Buono also noted that “With comScore, we’ve selected a unique set of data that addresses the demand for actionable intelligence. Combining their television daypart data with our forecasts and advertiser research in the BIA ADVantage platform provides a deeper view into local television markets and gives broadcasters a better opportunity to assess their market strength and competition in a way not previously possible.”

“comScore is pleased to be working with BIA as we share the same goal of helping our clients drive their businesses forward successfully,” said Steven Walsh, EVP, Local Television, comScore. “Our partnership continues to deliver valuable local market analyses that helps broadcasters better understand their competitive position and opportunities.”

BIA ADVantage subscribers can view details on local market station ratings, audience share and average audience. Results, which are provided for the total day and for seven different dayparts, provide a snapshot of how well each station in a market is doing in attracting overall audiences. 

Click for more information about BIA ADVantage. To set up a demo, email

Tags: ComScore