comScore (NASDAQ: SCOR) today announced an agreement with Cambridge Analytica, which will use comScore’s television information as a component of TV campaign strategies for political and commercial advertising clients.

With the new agreement, Cambridge Analytica will merge its behavioral psychology and data analytics platform with comScore’s television measurement for media planning, buying and return on media investment research. comScore’s Advanced Demographics will provide Cambridge Analytica with insights into which programs, stations and dayparts deliver the highest densities of the targeted audiences that the company’s clients seek to influence.

By utilizing comScore’s television service, Cambridge Analytica’s clients will be able to send the right commercial messages, to the right people, in the right place at the right time, making TV advertising campaigns more efficient and effective.

“For years, the television industry used advertising targets that comprised demographics instead of actual product purchase or voter registration information because it was not available, resulting in wasted advertising dollars and imprecise ad targeting,” said Cambridge Analytica’s Head of TV, Ed DeNicola.

“Our alliance with comScore takes television ad-targeting to a new level, which not only includes better targeting, but also messaging.”

- Ed DeNicola, Head of TV, Cambridge Analytica