Comscore Partners for Australian TV Measurement

Comscore has expanded its TV measurement footprint to Australia through a partnership with cross-screen television insights and analytics provider Samba TV; and says it plans to add further regions throughout 2021.

Samba TV offers clients a real-time understanding of TV viewing and its impact on consumer behavior and purchase, with cross-platform analytics garnered from technology embedded in millions of smart TVs. Through the deal, Comscore's cross-platform smart TV measurement capabilities will be powered by Samba TV's first-party connected TV data in the APAC region.

According to Comscore, this will help advertisers in Australia understand how to reach audiences; and to evaluate the impact of their advertising and its effectiveness. Advertisers can now access brand level competitive advertising insights, as well as overall category insights, to understand the media landscape in Australia and APAC.

Samba TV co-founder and CEO Ashwin Navin, comments: 'As the media landscape and consumption patterns evolve faster than ever, it is imperative to add CTV measurement as a source of truth to the media industry in Australia. We are excited to leverage our massive, global scale of smart TV data to augment the capabilities of leading measurement companies like Comscore to address the complexity of today's media landscape in Australia and APAC'.

Web sites: www.comscore.com and www.samba.tv .