comSscore’s Massive and Passive Television Measurement Services Now Report from Nearly One in Every Four U.S. Tv Households, More Than a 40 Percent Increase

comScore announced that it has grown its massive and passive television measurement footprint by more than 40 percent to include more than 69 million televisions in more than 31 million U.S. homes. With the expanded footprint, comScore is now measuring one in every two TV households in 52 of the 210 local U.S. television markets including Los Angeles (#2) and Dallas-Fort Worth (#5), and nearly one in every four TV homes nationally.

“This expansion highlights comScore’s dedication to providing the industry with a complete and stable television measurement currency. With our increasingly granular information, we continue to expand and innovate around our well known advanced audiences, which allows our clients to more effectively plan, transact and evaluate their advertising efforts in today’s dynamic and ever-evolving viewing environment,” said Bill Livek, executive vice-chairman and president at comScore.

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With more than a decade of experience measuring television viewership from return path devices across tens of millions of households in all 210 local markets, comScore is committed to being the industry’s trusted source for passively-collected television viewing data. comScore is also a leader in Advanced Audiences, which allow the industry to go beyond age and gender to transact on consumer behaviors, interests, and lifestyles. This enables TV stations, networks, advertisers, agencies and media companies at the local and national levels to effectively find and reach their ideal audiences to maximize their success.

“As a client of comScore’s national TV product and a founding member of OpenAP, Fox Networks Group is excited to hear about this expansion. The addition of nine million households to comScore’s measurement footprint strengthens the advanced audience segments and offers the most robust match rate available.” Noah Levine, SVP, advertising data and technology solutions at Fox Networks Group.

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“Over the past several years, GroupM has used advanced audience combined with comScore’s national TV data to guide clients’ video investments, advancing the targetability of national video. comScore’s expansion to more than 30 million households will open up new uses for and enhance the utility of this data in an increasingly fragmented national and local video environment,” Lyle Schwartz, managing partner at GroupM.

“Since 2010, Raycom has relied on the stability of comScore’s local TV ratings and today we use comScore in every Raycom market. comScore’s significant expansion of its measurement footprint across the U.S. is further proof of the company’s ongoing investment in the future of local TV and improved measurement methodologies,” Pat LaPlatney, CEO of Raycom Media.

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