Reach, Frequency and Beyond. Insights from Comscore and YouTube.
In this interview at Advertising Week New York 2021, Comscore’s CEO & Executive Vice Chairman Bill Livek discusses how today’s viewership behaviors have signaled the need for a more modern cross-screen measurement approach, and outline the fundamental changes necessary to effectively transact on media today.
Key Takeaways
Comscore TV Local provides local television measurement that accurately represents local audiences’ unique viewing behaviors.
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Comscore TV National provides television buyers and sellers with precise, massive-scale measurement of national television programming and advertising.