New Fox Contract, YouTube Integration for Comscore

Comscore has announced an expanded, multi-year agreement with broadcaster Fox Corp., to include national TV measurement; and separately that it will incorporate YouTube and YouTube TV measurement - including CTV - into its signature Campaign Ratings cross-platform service.


Fox will also continue getting ratings from Nielsen, running the two side by side, as will another recent Comscore signee, ViacomCBS. Audrey Steele, EVP of Sales Research Insights and Strategy for Fox, said Comscore 'has made significant progress in its measurement capabilities' over the past year, according to www.mediapost.com, adding: 'We're excited to work even more closely with the team to drive a multi-currency marketplace'.


Campaign Ratings provides advertisers and agencies with a deduplicated view of reach and frequency across linear TV, OTT/CTV, PC and Mobile inventory. The YouTube extension builds on Comscore's partnership with Google, bringing in new style measurement not dependent on third-party pixels, providing marketers with what it calls 'an unmatched understanding of how audiences are consuming content on YouTube and YouTube TV across desktop, mobile, and, with this integration, connected TV (CTV)'.

Debbie Weinstein, VP Global Solutions at YouTube, comments: 'People are watching more YouTube than ever - on mobile, on laptops, and especially on our fastest growing screen, the TV, and we want to ensure advertisers can measure their reach across all devices with third-party partners like Comscore. We also know people are choosing to watch their favorite YouTube content on connected TVs with others, and the inclusion of co-viewing in this new integration will allow advertisers to understand the full scale of the audience they're able to reach through YouTube CTV campaigns.

Comscore CEO Bill Livek calls the integration 'a critical milestone for Comscore and for the industry', adding: 'Our clients are placing a large portion of their advertising spend with YouTube, and they need a holistic view of how that spend is performing relative to the entire media mix'.

Web site: www.comscore.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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