Comscore, a global leader in measuring and analyzing consumer behaviors, and TiVo, a wholly owned subsidiary of entertainment technology company Xperi Inc. announced a strategic partnership to integrate TiVo’s enriched program metadata across Comscore’s cross‑platform audience measurement, unifying content identification across linear TV, streaming, and digital.
The collaboration brings together measurement across linear, CTV, FAST, and streaming into a unified, trusted view of content, empowering buyers and sellers with a clearer understanding of audiences.
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The partnership is designed to benefit Comscore customers by enabling:
- A single view of audiences across linear and streaming, so buyers and sellers can see true reach and frequency without double-counting.
- Fewer missed impressions and less wasted spend, so campaigns deliver as promised with fewer costly makegoods.
- Faster, more reliable operations that save time and reduce costly errors.
- Future-proofed measurement that scales with new distribution models and program variants; and
- Transparent, auditable inputs that support Comscore’s MRC‑accredited services* and multi‑currency transactions.
“This partnership moves the industry closer to the unified measurement it has been asking for,” said Greg Dale, Comscore Chief Operating Officer. “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.”
“We’re excited to partner with Comscore to elevate the role of metadata in audience measurement,” said Fariba Zamaniyan, 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.”
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This engagement advances Comscore’s mission to deliver reliable, cross‑platform measurement that reflects how audiences watch. TiVo’s metadata offers enriched program identification, enhanced coverage, and greater accuracy, addressing long-standing industry concerns around schedule reliability and data quality.
The integration is expected to go live on October 27, 2025, marking a significant milestone in operational readiness for Comscore’s next-generation measurement solutions.
*Comscore is MRC accredited for demographic “Households With” age and gender metrics in National and Local TV Measurement in all 210 local markets and national TV, based on big data device tuning measurement.
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Source – GlobeNewswire
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