Comscore Adds Streaming Data via Roku Integration

Comscore has announced the integration of Roku - which it says is the number 1 TV streaming platform in the US, Canada and Mexico - into its flagship Campaign Ratings (CCR) cross-platform solution.

Roku streaming players plug into TV sets and after account setup allow consumers to start streaming programs from all the major providers. Comscore says that in July 2023 US households spent a combined 10.7 billion hours streaming, and that 38% of such hours are spent on Roku devices, with a 16% annual increase in households viewing this way in 2022-3. Comscore is now an approved vendor in Roku's Measurement Partner Program, and offers comprehensive measurement across TV streaming ad campaigns on the platform, including The Roku Channel. This includes data on Roku-specific co-viewing: clients can quantify the number of people watching the screen, beyond counting the household, and measure key audiences within its cross-platform, person-level reporting.

The integration validates audiences 'with precision' across Streaming TV, desktop and mobile platforms, and includes measurement of ad campaigns on Roku. CCR's data not only quantifies Roku in-target reach and frequency but also campaign incrementality to linear TV, using Comscore's Brand Survey Lift (BSL) solution.

Web sites: www.comscore.com and www.roku.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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