Comscore Partners for European TV Measurement

Comscore has announced a partnership with cross-screen television data and analytics provider Samba TV, expanding its TV measurement footprint in Europe.

Samba TV uses ACR (automatic content recognition) to tap first-party data on viewing across broadcast, cable, OTT and digital media, helping viewers engage with relevant media and allowing marketers to quantify that engagement. The firm's software is embedded in Smart TVs, augmented by set-top boxes and mapped to connected devices.

The partnership allows Comscore to extend its Smart TV measurement service - including ad exposure data at the program and series level for linear, CTV and OTT - initially to 'select European markets' - thought to be Germany and the UK - and next year to other countries in Europe and elsewhere. The firm had previously announced partnerships for the measurement of CTV in Italy (with Auditel) and Sweden (with MMS) - both covering digital premium video.

Comscore says it has already led to 'notable clients' commencing new TV measurement projects in Europe. According to CEO Bill Livek: 'We are delighted to be extending our TV measurement capabilities across Europe. As a leader in this area for the US, we have a strategic opportunity to harness our valuable information in partnership with Samba TV and other key players in the region to create an unmatched measurement offer for this vital channel'.

Samba TV CEO and co-founder Ashwin Navin (pictured) comments: 'We are eager 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. With the rapid shifts across TV viewing behavior, advertisers and publishers can no longer expect their legacy approach to accurately quantify the size of audiences or the effectiveness of advertising. This partnership is a game changer for global marketers who care about performance, accuracy, and data innovation'.

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

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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