Comscore Plans Addressable TV Launch for Next Year

Comscore has reveal plans for a number of launches and upgrades in 2021, including the first independently-measured national addressable advertising service for TV, plus further developments in local and national cross-platform ad measurement.

The firm says the launch of Comscore TV will see the integration of more than 10 million additional households into its measurement footprint. The company is currently working to bring national programmer's minutes together with the largest MVPDs and Connected TV (CTV) providers, to provide measurement of national inventory for more than 50 million addressable households - a service which it says will be up and running in 2021.

CEO Bill Livek comments: 'We are at an inflection point in media and advertising, and the events of this unique year have accelerated the evolution of media measurement. These rapid changes mean that consistency in measurement across the premium video footprint - from linear to digital to OTT TV entertainment - has never been more critical. Comscore has reinvented its approach by building a currency designed for this new era, where media, agencies and advertisers are taking an audience-centric and outcome-based approach to planning and buying across myriad platforms and requiring impressions to evaluate their success regardless of where content and advertising are viewed by consumers'.

Carol Hinnant (pictured), Chief Revenue Officer, who worked with Livek at Rentrak prior to its acquisition by Comscore, says Comscore is being used as currency in the local, national and addressable television marketplaces, adding: 'The traditional approach using only age and gender demos no longer meets advertisers' needs, as they increasingly want to understand the deduplicated reach of their TV and digital spend and bring their own first-party data to help inform their media decisions'.

Web site: www.comscore.com .