TVB Forward Virtual Sales Conference

Over-the-air (OTA) television has seen rapid growth driven by cord-cutting, rising cable costs, and the analog-to-digital transition that enabled broadcasters to launch sub-channels. These sub-channels have become key destinations for live sports and news broadcasts, with groups like Scripps, Gray, and Tegna leading the way by bringing WNBA, MLB, and NBA games, and local news to local audiences. As consumers increasingly control how and where they watch content, accurate measurement of fragmented OTA viewership, particularly for sports and news, has become critical.

Comscore upcoming OTA methodology is leaning into greater precision. By leveraging big data and maintaining consistent methodology, Comscore provides advertisers and broadcasters with a clearer picture of local audiences across OTA, broadcast, and cable. This innovation ensures more accurate planning, buying, and selling as the local TV landscape continues to evolve.

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To connect with Comscore at TVB Forward Virtual Sales Conference, visit this link.

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For more event details visit https://www.tvb.org/event/2025-forward-virtual-sales-conference/