comScore pilots Campaign Ratings video advertising measurement solution

Tuesday, July 31st, 2018
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Leading Media Brands Join comScore to Solve Industry’s Cross-Platform Video Ad Measurement Challenge

  • New product will offer unduplicated campaign measurement across linear TV, network OTT and Hulu on desktop, mobile and living room devices

RESTON, VA — comScore (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluating media across platforms, announced today a pilot program for its newest solution aimed to solve the industry’s need for sophisticated cross-platform video advertising measurement. The product, called Campaign Ratings, launches in beta this September with ABC, CBS, CNN, Disney, Fox, Freeform, GroupM, NBCUniversal, The CW Network, Turner, and Viacom, and will provide media buyers and sellers with trusted, unduplicated measurement of ad campaigns across linear TV, over-the-top (OTT), desktop, and mobile platforms, with streaming measurement powered by Hulu.

“The measurement gap in advertising has hampered media brands from fully articulating the value of their audiences and advertisers from gaining an accurate understanding of campaign performance,” said Bryan Wiener, CEO of comScore. “We heard from customers that cross-platform video measurement is a pain point that continues to magnify as audience viewership and engagement proliferates across screens. We’re excited to collaborate with these industry-leading partners on a product that will reduce friction and enable media buyers and sellers to drive business growth.”

The new solution will include an unduplicated view of total audiences across linear TV and digital platforms, person-level reach and co-viewing insights, and reliable audience demographics. comScore will incorporate feedback from beta partners to iterate on and optimize future releases of the product.

comScore’s recent “State of OTT” report highlighted that two-thirds of OTT audiences are also watching linear TV, demonstrating the convergence of digital and linear video consumption and a growing need for unduplicated, cross-platform measurement. In fact, another recent comScore study revealed that OTT alone increased the average number of linear TV viewers for a specific network program by 20 percent. When also combined with mobile and desktop, linear TV viewership for that same program increased by 42 percent, with audience reach increasing by 33 percent.

Given these trends, comScore is partnering with Hulu to power the product’s OTT measurement capability. The comScore “State of OTT” report found that Hulu viewers watched more hours of content per household than any other subscription service. Hulu has amassed more than 20 million U.S. subscribers as of May 2018.

This program is the first step in a broader company initiative to develop comprehensive and unduplicated measurement across all platforms and content types. As part of this initiative, comScore will continue to work with leading media buyers and sellers to create a true cross-platform solution made for the industry, by the industry.