Comscore Inc Stock Price, News & Analysis

Comscore (NASDAQ: SCOR) has appointed Frank Friedman as Chief Data and Analytics Officer and Head of Measurement. Friedman, who previously worked at The E.W. Scripps Company and Publicis Groupe, brings extensive experience in agency, research, publishing, and client leadership. In his new role, he will oversee data governance, drive currency adoption efforts, and develop customized measurement solutions.

During his tenure at E.W. Scripps, Friedman notably negotiated the company's first agreement with Comscore and advocated for consolidating data organization across National and Local divisions. He has held board positions with industry organizations including the Media Rating Council (MRC), Coalition for Innovative Media Measurement (CIMM), and Video Advertising Bureau (VAB).

This appointment follows the recent hiring of Jackelyn Keller as Chief Marketing Officer, highlighting Comscore's strategic focus on comprehensive omnichannel measurement and programmatic solutions.

Proximic by Comscore (NASDAQ: SCOR) has released its third annual State of Programmatic Report for 2025, revealing significant trends in digital advertising. The report shows that 72% of respondents plan to increase programmatic investments in 2025. Connected TV (CTV) has emerged as a dominant force, doubling its share of media budgets to 28% since 2023, with nearly half of marketers redirecting funds from Linear TV.

Privacy concerns are driving strategic shifts, with 41% of marketers adopting contextual targeting as their primary strategy. Additionally, 52% plan to increase contextual data usage in 2025. The report highlights that 80% of marketers emphasize the need for deduplicated reach and frequency measurement. Furthermore, 48% of marketers expect to primarily use cookie-free targeting tactics by the end of 2025, while 60% feel prepared for upcoming U.S. privacy regulations.

Comscore (NASDAQ: SCOR) has launched a new cross-platform solution called Comscore Content Measurement (CCM) within The Comscore Platform. This unified content measurement solution provides content owners and creators with self-service access to media measurement tools across linear TV, CTV/Streaming, PC, Mobile, and Social platforms.

The solution offers a deduplicated view of audience reach and has already been adopted by major brands including Google, NBCUniversal, and Paramount. CCM enables content owners to better understand viewing habits and commercialize their offerings through distribution strategies and media placements.

The platform integrates advanced cross-device graph technology and user authentication to deliver comprehensive insights into cross-platform consumer engagement. This development marks a significant step in unifying Comscore's device and platform-specific measurement capabilities, particularly benefiting national media brands, local stations, and content owners.

Comscore (NASDAQ: SCOR) has expanded its local currency partnership with Coastal Television's Media Group through a comprehensive multi-year agreement covering 12 markets. The partnership enhancement, effective January 2025, includes Comscore's advanced measurement capabilities such as County, Automotive, Plan Metrix, and Political segments.

The expanded collaboration will enable Coastal Television to leverage deeper audience insights and enhance advertising performance for its clients. Through Plan Metrix, marketers can plan campaigns targeting specific audience behaviors. This agreement strengthens Comscore's position as a leading provider of TV measurement and advanced audience data in the national and local TV measurement landscape.

Comscore (NASDAQ: SCOR) has appointed Jackelyn Keller as its new Chief Marketing Officer. Keller, who has been advising Comscore's leadership team since September 2024, brings 25 years of expertise in linear TV, streaming, digital and programmatic advertising. Prior to joining Comscore, she held key positions at Samsung Ads as head of market intelligence and global product strategy, and at Quantcast as global head of product marketing.

Keller's appointment aims to enhance Comscore's brand positioning and streamline messaging in today's fragmented media landscape. She has already contributed to launching initiatives like the Comscore Data Divas and Barbershop, Beauty and Local Buzz. Her experience includes roles at Discovery Communications and Turner Broadcasting, focusing on ad sales, marketing, and pricing teams.

Comscore (NASDAQ: SCOR) has expanded its multi-year partnership with Gray Media, one of the largest TV station groups in the US. The agreement positions Comscore as a key local measurement currency provider and includes additional advanced demographics and cross-platform audience insights. Starting in 2025, Gray Media will adopt Comscore Campaign Ratings (CCR) for comprehensive cross-platform measurement with in-flight monitoring.

The partnership expansion includes measurement for more TV stations, including broadcast regional sports networks. Gray Media will also utilize Comscore's Advanced Audience solutions, featuring County, Automotive, Political data, and Plan Metrix, enabling marketers to plan campaigns based on specific audience behaviors. These tools will provide advertisers with de-duplicated measurement across screens for metrics like reach, frequency, incrementality, and co-viewing.

FreeWheel has launched a new Contextual Marketplace that leverages advanced video-level insights to enhance ad targeting within streaming inventory. This initiative, informed by the latest report from the FreeWheel Viewer Experience Lab, aims to improve ad relevance and engagement. Key findings indicate that viewers are twice as engaged and have 2X higher unaided recall when ads are relevant, with a 5.2X increase in brand purchase intent.

The marketplace includes KERV.ai and Proximic by Comscore, enhancing targeting solutions for advertisers and unlocking more value for publishers. The platform allows advertisers to deliver ads in the right context, such as placing an airline commercial within holiday travel content while avoiding news about travel delays. FreeWheel's General Manager, Mark McKee, emphasized the power of contextual signals to drive increased engagement and ad recall.

Comscore (NASDAQ: SCOR) has been awarded US Patent No. 12,114,029 for its Personifying Viewership Data technology, which enables person-level TV audience measurement. The patented technology uses predictive modeling based on massive samples of passively-collected household-level data to understand individual viewership patterns of linear and connected TV, including co-viewing behaviors.

The system estimates viewer demographics like age and gender using household-level media consumption data, providing a privacy-forward approach to audience measurement. This capability has already been integrated into Comscore's digital video, cross-platform, and TV solutions, offering marketers more accurate demographic targeting insights at both national and local levels.

Comscore (SCOR) reported Q3 2024 financial results with revenue of $88.5 million, down 2.8% from Q3 2023. The company recorded a net loss of $60.6 million, primarily due to a $63.0 million non-cash goodwill impairment charge, compared to net income of $2.6 million in Q3 2023. Cross-platform revenue grew 33.5% year-over-year, while Research & Insight Solutions revenue declined 14.2%. Adjusted EBITDA was $10.1 million with an 11.5% margin. The company refined its 2024 revenue guidance to $351-355 million and maintained adjusted EBITDA margin guidance of at least 10%.