Comscore Launches Monthly Ad Exposure Reports

Comscore is to report trends in US share of ad exposure across television viewing platforms on a monthly basis. The move reflects its view that 'viewership no longer serves as a sufficient proxy for ad-addressable audiences'.

The new monthly Score Report, launched today, shows the percentage of total TV Ad Exposure Time attributed to each provider, giving data on both viewing numbers and where ads are shown. With streaming platforms having adopted ad-supported tiers relatively recently, their share of ad exposure is, according to the first, August report, only around half that of broadcast platforms (22.3% vs 43.2%), with cable taking the remaining 34.5%. Comscore says over the previous twelve months, streaming's share has climbed 6.2 percentage points from 16.1%, and that 130.6 million US adults used a free or ad-supported streaming video service in the three months prior to August 2026, representing 47% of the total adult population.

Kevin Burns (pictured), the firm's interim Chief Revenue Officer states: 'The Score Report measures where audiences are actually reachable with advertising and gives brands an understanding of how ad viewership is changing as the media landscape continues to transform. The report seeks to address the challenge of viewership no longer serving as a sufficient proxy for ad-addressable audiences, as audiences migrate across channels, platforms, and devices.'

New editions of The Score Report will be published monthly.

Web site: www.comscore.com .