Corus Entertainment Partners With Comscore To Provide Advertisers With New Measurement Tools For Branded Content
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January 18, 2021
CORUS ENTERTAINMENT PARTNERS WITH COMSCORE TO PROVIDE ADVERTISERS WITH NEW MEASUREMENT TOOLS FOR BRANDED CONTENT
For Immediate Release
TORONTO, January 18, 2021 – Corus Entertainment Inc. (TSX:CJR.B) (“Corus Entertainment”) announced today a partnership with Comscore (Nasdaq: SCOR) to provide advertisers with Comscore Branded Content™, a trusted measurement tool for planning, transacting and evaluating media across platforms in Canada.
“Corus is an industry leader in providing advertisers with custom brand integrations and sponsorships and we are delighted to enhance their measurement experience with Comscore Branded Content data,” said Barb McKergow, Senior Vice President, National Advertising, Corus Entertainment. “These new metrics allow our clients to strengthen their investments while better understanding their ROI across multiple platforms in the Canadian market.”
Corus clients can now procure Comscore’s sophisticated Branded Content measurement to better track and demonstrate the value of branded integrations across all platforms – including TV, digital, video-on-demand (VOD), and social media. Comscore’s reliable third-party measurement will allow advertisers to uncover how brand integrations impact consumers with information on brand recall, consideration and favorability, and help maximize the ROI of a campaign using observations and recommendations from Comscore’s robust Best Practices normative database.
“As branded integrations and sponsorships become an essential part of the overall cross-platform advertising ecosystem, we are thrilled to partner with Corus for Branded Content measurement,” said Bryan Segal, Senior Vice President, Comscore Canada. “We are confident that our massive scale and extensive experience will help create more powerful and effective campaigns and drive greater investment in branded content in the Canadian marketplace.”
Comscore Branded Content analyzes the effect of brand integrations across all platforms and content types to help quantify the value of branded content, sponsorships and promotional campaigns. By combining second-by-second viewing insights, brand exposure analytics, social media listening and consumer behavior intelligence, Comscore effectively delivers a complete view of the total audience and dollar value of an integration.
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Comscore (NASDAQ: SCOR) is a 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 allows media buyers and sellers to quantify their multiscreen behavior and make 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. To learn more, visit www.comscore.com.
About Corus Entertainment
Corus Entertainment Inc. (TSX: CJR.B) is a leading media and content company that develops and delivers high quality brands and content across platforms for audiences around the world. Engaging audiences since 1999, the company’s portfolio of multimedia offerings encompass 33 specialty television services, 39 radio stations, 15 conventional television stations, a suite of digital assets, animation software, technology and media services. Corus is an established creator of globally distributed content through Nelvana animation studio, Corus Studios, and children’s book publishing house Kids Can Press. The company also owns innovative full-service social digital agency so.da, and lifestyle entertainment company Kin Canada. Corus’ roster of premium brands includes Global Television, W Network, HGTV Canada, Food Network Canada, HISTORY®, Showcase, National Geographic, Disney Channel Canada, YTV and Nickelodeon Canada, Global News, Globalnews.ca, Q107, Country 105, and CFOX. Visit Corus at www.corusent.com.
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