Comscore and TiVo have announced a strategic partnership that will combine TiVo’s advanced program metadata with Comscore’s cross-platform audience measurement tools, creating a single system for identifying content across linear television, streaming, and digital platforms.
The collaboration announced on Wednesday is aimed at delivering a more unified and accurate view of how audiences consume programming across broadcast, cable, connected TV (CTV), FAST (free, ad-supported streaming TV) and other services. Both companies said the integration will help advertisers and media sellers gain a clearer understanding of reach and frequency while reducing inefficiencies in ad delivery and measurement.
“This partnership moves the industry closer to the unified measurement it has been asking for,” said Greg Dale, the Chief Operating Officer at Comscore. “By integrating TiVo’s metadata, we help ensure programs are identified accurately no matter where they appear, giving buyers and sellers the clarity they need to reduce waste, improve delivery, and transact confidently across platforms.”
Comscore said the integration will provide advertisers with a single view of audiences across platforms, helping reduce double-counting of impressions. The unified approach is also expected to cut down on missed impressions and wasted ad spend while improving campaign performance and reducing “make-goods.”
TiVo’s data, which includes enriched program identification and enhanced coverage, will bolster Comscore’s measurement reliability and accuracy. That, in turn, should address long-standing industry challenges around schedule discrepancies and data quality.
“We’re excited to partner with Comscore to elevate the role of metadata in audience measurement,” said Fariba Zamaniyan, the Global Vice President of Data Monetization at TiVo. “Together we can build and support measurement ecosystems that offer interoperability, simplify operations for publishers and provide buyers with a more connected view of content across services. We are thrilled to support Comscore and bring to fruition our shared vision for the future of the interconnected media landscape.”
The integration is scheduled to go live later this month. Once deployed, it will become part of Comscore’s broader effort to modernize its next-generation measurement systems, which aim to track cross-platform viewing habits as more audiences shift to streaming and on-demand consumption.
Comscore noted that the partnership will also strengthen its Media Rating Council-accredited services, providing transparent and auditable inputs for multi-currency transactions in both national and local television markets.
Comscore is currently accredited for demographic metrics covering “Households With” age and gender data across all 210 local markets and national television based on big data device tuning measurement.
