comScore and Viacom Ink Transformational Multi-Year Deal for Cross-Platform Measurement

First Post-Merger Cross-Platform Deal for comScore Marks a Turning
Point in the Use of Advanced Currencies

Industry-Leading Viacom Vantage Expands Its Capabilities Even Further
with Access to comScore’s Uniquely Extensive Data, Delivering
Unparalleled Value to Marketing Partners

NEW YORK–(BUSINESS WIRE)–Viacom (NASDAQ: VIAB, VIA) and comScore (NASDAQ: SCOR) today announced a
breakthrough multi-year partnership for cross-platform measurement,
which marks the first cross-platform deal for the newly merged comScore
and Rentrak. The alliance represents a turning point in the business of
television and advanced currency.


Viacom will have deep access to comScore’s robust set of cross-platform
measurement tools and advanced demographic capabilities, which span the
linear TV, video-on-demand, digital, and over-the-top environments. In
turn, the data will be uniquely translated by Viacom’s proprietary suite
of industry-leading data-driven Vantage advertising products and
available for use as a currency for transacting, thereby unlocking
maximum value to marketing partners by delivering the most complete view
of the consumer in the industry. Entering its third year, Viacom Vantage
pioneered the data-driven product arena when it was introduced and has
constantly evolved to stay ahead.

“This partnership with comScore marks a fundamental watershed moment in
the business of television,” said Bryson Gordon, SVP Data Strategy,
Viacom. “This revolution in targeting, currency and measurement is the
equivalent of shifting from black and white to color. Viacom’s
longstanding investment in data and innovation and our unique ability to
merge creativity and science has positioned us far ahead in the
marketplace by delivering what partners crave – the most comprehensive
view of the consumer and the most effective way to reach them.”

The data for comScore’s revolutionary cross-platform tools gather
information from a massive footprint of the population covering more
than 40 million televisions and 120 million video-on-demand users in 210
markets across the United States, in addition to more than 1.5 trillion
monthly digital interactions.

comScore’s rich data is augmented by visibility into associated consumer
behaviors, such as shopping, leisure activity and geolocation
information. When Viacom Vantage translates these many layers of data,
it unlocks state-of-the-art capabilities for advertisers to target
television advertising, as well as reach audiences wherever they are
consuming content, and then measure the impact of their spend in
unprecedented ways.

“We are excited to partner with Viacom on a deal that we believe will
transform the way that advertising will be bought and sold,” said Serge
Matta, CEO of comScore. “Viacom’s expertise in data strategy makes them
an ideal first partner to leverage our cross-platform metrics and
advanced demographics as a more powerful currency on which to transact.
With these new capabilities, Viacom’s advertising partners will be the
first to benefit from a radically more efficient way of conducting
business and reaching the most precise audiences imaginable.”

Viacom has long pioneered the arena of innovative data-driven ad
products, investing in in-house data strategy teams, research, and
partnerships. The expanded suite of Vantage products launched ahead of
this Upfront season includes products that transform how audience
segments are built, how integrated and social marketing content is
designed, and how a broad set of advertisers can adopt predictive
targeting in days, not weeks. The five new proprietary products are:

Vantage Target Discovery – uses sophisticated data-mining
techniques to help marketers identify “persuadables,” the consumers who
are not currently using a particular brand but have the propensity to be
receptive to the advertiser’s messaging.

Vantage Instant Audience – makes the power of Vantage accessible
to a broader array of clients by simplifying the data-driven targeting
process.

Viewprint – a data-driven creative map that innovates how custom
marketing campaigns are developed by enhancing the level of visibility
into consumer segments during ideation to inform and focus creative
aspects.

Echo Social Graph 2.0 – measures the effectiveness and virality
of custom creative marketing campaigns; updated to integrate Canvs’
emotional analysis to deliver deeper insights about the consumer impact
of a campaign.

Velocity Content Network (VCN) – a virtual network of custom
creative branded content programs informed by data and distributed
across social platforms. VCN weaves in Viewprint during ideation;
Vantage for targeting; and, Echo Social Graph 2.0 for measurement.

About Viacom

Viacom is home to premier global media brands that create compelling
television programs, motion pictures, short-form content, apps, games,
consumer products, social media experiences, and other entertainment
content for audiences in 180 countries. Viacom’s media networks,
including Nickelodeon, Comedy Central, MTV, VH1, Spike, BET, CMT, TV
Land, Nick at Nite, Nick Jr., Channel 5 (UK), Logo, Nicktoons, TeenNick
and Paramount Channel, reach over 3.5 billion cumulative television
subscribers worldwide. Paramount Pictures is a major global producer and
distributor of filmed entertainment.

For more information about Viacom and its businesses, visit www.viacom.com.
Keep up with Viacom news by following Viacom’s blog at blog.viacom.com
and Twitter feed at www.twitter.com/viacom.

About comScore

comScore, Inc. (NASDAQ: SCOR) is a leading cross-platform measurement
company that precisely measures audiences, brands and consumer behavior
everywhere. comScore completed its merger with Rentrak Corporation in
January 2016, to create the new model for a dynamic, cross-platform
world. Built on precision and innovation, our unmatched data footprint
combines proprietary digital, TV and movie intelligence with vast
demographic details to quantify consumers’ multiscreen behavior at
massive scale. This approach helps media companies monetize their
complete audiences and allows marketers to reach these audiences more
effectively. With more than 3,200 clients and global footprint in more
than 75 countries, comScore is delivering the future of measurement. For
more information on comScore, please visit comscore.com.

Cautionary Note Regarding Forward-Looking Statements This release
contains forward-looking statements within the meaning of Section 27A of
the Securities Act of 1933 and Section 21E of the Securities Exchange
Act of 1934, including, but not limited to, expectations regarding the
impact and benefits of impact of the strategic partnership between
comScore and Viacom, financial or otherwise. These statements involve
risks and uncertainties that could cause our actual results to differ
materially, including, but not limited to: the features and
characteristics of the products, the rate of development of the digital
marketing intelligence, Internet advertising and e-Commerce markets; the
growth of the Internet as a medium for commerce, content, advertising
and communications; and the acceptance of new products and methodologies
by the industry, including existing and prospective clients.

For a detailed discussion of these and other risk factors, please
refer to comScore’s most recent respective Quarterly Reports on Form
10-Q, Annual Reports on Form 10-K and from time to time other filings
with the Securities and Exchange Commission (the “SEC”), which are
available on the SEC’s Web site (
http://www.sec.gov).

Stockholders of comScore are cautioned not to place undue reliance on
forward-looking statements, which speak only as of the date such
statements are made. comScore does not undertake any obligation to
publicly update any forward-looking statements to reflect events,
circumstances or new information after the date of this press release,
or to reflect the occurrence of unanticipated events.

Contacts

Press:
comScore:
Kate Dreyer, 571-306-6447
press@comscore.com
or
Viacom:
Lenore
Moritz, 212-846-4950
Lenore.Moritz@viacom.com
or
Chanel
Cathey, 212-846-2876
Chanel.Cathey@viacom.com