Comscore, TiVo Launch Unified Audience Measurement Across TV and Streaming

Comscore and TiVo have announced a strategic partnership to integrate TiVo's enriched program metadata into Comscore's cross-platform audience measurement system, which covers linear TV, connected TV (CTV), streaming, and free ad-supported streaming TV (FAST). This integration, set to go live on October 27, 2025, aims to provide a unified and trusted view of content consumption, enabling advertisers and media sellers to accurately identify programs across platforms and gain clearer insights into audience reach and frequency. The collaboration is expected to reduce inefficiencies such as double-counting of impressions, missed impressions, and wasted ad spend, thereby improving campaign performance and reducing costly makegoods. By combining TiVo's advanced metadata with Comscore's measurement tools, the partnership addresses industry challenges related to data quality and schedule discrepancies while future-proofing measurement for evolving distribution models. Both companies emphasize their shared vision to simplify operations for publishers and provide buyers with a more connected and interoperable measurement ecosystem across platforms. This unified measurement approach is hailed as a significant step toward meeting the industry's demand for comprehensive cross-platform audience insights.