The Score evening with Comscore CEO Bill Livek – AdExchanger


Comscore CEO Bill Livek

Nielsen’s recent missteps have been a time-saver for Comscore.

At the height of the pandemic, Nielsen identified an unlikely trend that the time American adults spent with the media while stuck at home had actually decreased. But Comscore’s data tells a whole different story, says CEO Bill Livek in this week’s episode.

When it turned out that Nielsen had underestimated the public for not being able to maintain their People Meter devices during the lockdown, Comscore was there to cast a shadow over traditional measurements based on panels.

During the pandemic, “it was quite logical that you would see an increase in viewing because we were spending 24 hours a day inside our homes,” says Livek.

Comscore, which measures return path data usage from set-top boxes, smart TVs and other connected devices, has seen an increase in viewing in all markets and for all types of consumption, from local news broadcasts to streaming and drama series.

“When we saw things that were counterintuitive, we pointed out a very simple thing,” says Livek. “Samples don’t perform well – and they don’t perform well when you’re having trouble maintaining them, either. “

Also in this episode: Advocating for large datasets, pushing Comscore to be used as currency in next year’s advances, and Livek’s patent lawsuit on Nielsen against alternative panel vendors TVision and HyphaMetrics.

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