As local television and video consumption continue to evolve, it should come as no surprise that changing viewing patterns and adoption of technology present important challenges and up-side opportunities for all parties involved in a local TV advertising transaction.
At Comscore, we have learned that many on the buy-side and the sell-side of the industry are focused on common topics, trends and issues that impact their business and change the way they evaluate television audiences across the media ecosystem.
Here is what we see as the top ten "burning issues" in local television in the U.S. today. Over the next several weeks, this blog will take an in-depth look at each topic and address how Comscore is thinking about them and innovating toward measuring them.
Over the next several weeks we will expand on these topics and others to provide you with greater insight into how Comscore is thinking about these changes.
In the meantime, we recently hosted an industry-wide webinar titled “How to Create More Powerful Media Plans with Comscore Local TV.” This webinar was designed to answer questions about how our company is currently measuring local television while we further enhance our products and services to adapt to changes in the industry.
Topics that were discussed during the webinar included:
If you would like learn more about how Comscore is solving for local television measurement challenges and staying ahead of industry trends, please email us at firstname.lastname@example.org.