As media consumption continues to fragment across screens, sports networks face growing pressure to clearly demonstrate the full value of their audiences. This challenge is especially important within the MarTech ecosystem, where advertisers increasingly demand unified, comparable insights across linear, streaming, digital, and social environments. Against this backdrop, Comscore announced that ESPN will use Comscore Cross Platform Content Measurement to gain a unified view of how fans engage with its programming across every platform.
By adopting Comscore Cross Platform Content Measurement, ESPN will be able to analyze audience behavior at a person level across linear television, streaming services, digital properties, and social platforms. The approach gives the network a more complete understanding of its reach and engagement, helping it more effectively communicate its scale and impact to advertising partners. The data may also inform content strategy decisions as ESPN competes for attention in a crowded and rapidly evolving media landscape.
Marketing Technology Insights: WP Engine Acquires Big Bite to Strengthen Publishing Innovation
The announcement highlights the scale of ESPN fan engagement when viewed holistically. In September 2025, ESPN reached 240.4 million people across its linear network programming, digital footprint, and social accounts. While 74.6 million people engaged with ESPN through its linear networks during that month, the inclusion of audiences across owned and operated digital sites, mobile apps, and social platforms increased total reach by more than three times, representing a 222 percent lift to the full 240.4 million audience figure.
Comscore Content Measurement enables this broader view by deduplicating audiences across platforms, allowing media companies to understand how viewers move between screens rather than counting them multiple times. This type of insight is becoming increasingly critical as sports fans no longer consume content in a single place but interact with highlights, live games, analysis, and commentary throughout the day across different devices.
“Today’s sports fans aren’t limited to one screen — they interact with content across multiple platforms and moments,” said Steve Bagdasarian, Chief Commercial Officer at Comscore. “Our solution helps ESPN and other top media brands understand and quantify that journey so they can demonstrate their unique value to partners and help maximize the impact of their programming.”
Marketing Technology Insights: Jumpmind Appoints New CFO and CISO to Support Global Growth
For ESPN, the use of Comscore Cross Platform Content Measurement supports clearer storytelling around audience value. By understanding platform specific lift, overlap between channels, and person level demographics, the network can more precisely articulate how its content performs and where it delivers incremental reach. This clarity is particularly important as advertisers look to align campaigns with premium sports programming while managing budgets across linear and digital channels.
The collaboration also reinforces Comscore position as a provider of cross platform audience intelligence in an increasingly fragmented media environment. As viewing behavior continues to shift and diversify, media companies need consistent measurement frameworks that reflect real world consumption patterns rather than isolated channel metrics.
In an industry where proving total reach and engagement is becoming just as important as delivering it, Comscore Cross Platform Content Measurement gives ESPN a stronger foundation to quantify its fanbase and the value of its programming. The partnership underscores how unified measurement is emerging as a critical tool for media companies seeking to unlock audience insights, support advertising strategies, and compete effectively in the modern sports media landscape.
Marketing Technology Insights: StackAdapt Report Shows Top Marketers Use AI and Tech Consolidation to Win
For media inquiries, you can write to our MarTech Newsroom at info@intentamplify.com
