Comscore is “expanding its partnership” with the Atlanta-headquartered broadcast television company led by Hilton Howell Jr. and Pat LaPlatney.

The freshly signed multi-year agreement with Gray Media (formerly Gray Television) means Comscore will  continue as a “key local measurement currency provider” for Gray.

The new deal also means Comscore will provide additional advanced demographics as well as “more precise audience insights across screens” to the publicly traded TV station owner.

The renewed agreement comes as Gray Media prepares to adopt Comscore’s cross-platform measurement solution, Comscore Campaign Ratings (CCR), starting in 2025. This, Comscore says, will enable Gray to deliver “comprehensive cross-platform insights with in-flight monitoring, ensuring advertisers achieve maximum campaign efficiency.”