Comscore adds audio and social to cross-platform measurement suite

The measurement company that advertisers rely on to track campaigns across television and digital platforms has expanded into two additional channels that marketers increasingly use to reach audiences. Comscore announced December 15 that its cross-platform reporting suite now includes streaming audio measurement and expanded social reporting with campaign-level metrics from Meta's Facebook, Instagram and Audience Network.

Both capabilities are available immediately, according to the Reston, Virginia-based company. The expansion represents the latest development in Comscore's efforts to provide advertisers with deduplicated audience measurement across the fragmented media landscape where consumers move between television, connected TV, digital publishers, social platforms, and now streaming audio.

"We drive impact by reaching the right audiences at the right time, no matter where consumers choose to engage, and Comscore's CCR helps us confidently deliver on our objectives for our clients," Adam Telian, Head of Media for integrated creative agency GYK, stated in the announcement.

The audio measurement addition allows advertisers to plan, activate, and measure streaming audio and podcast campaigns alongside digital and linear formats. This addresses a persistent gap in cross-platform measurement, as audio advertising has historically operated in silos from other digital channels despite growing consumer engagement with streaming audio content.

Steve Bagdasarian, Chief Commercial Officer at Comscore, positioned the expansion as addressing advertiser needs for unified measurement. "Advertisers can't afford to measure channels in silos," Bagdasarian stated. "By expanding CCR with streaming audio and Meta, Comscore is giving brands the clarity they need to see true cross-platform performance. From podcasts to Instagram, CCR helps advertisers plan smarter, optimize cross-publishers budget allocation, and across screens and streams where consumers spend their time."

The Meta integration provides deduplicated reach and performance measurement across Facebook and Instagram that aligns with TV, CTV, and digital channels. Advertisers can now understand how social campaigns contribute to overall campaign reach without double-counting audiences who see advertisements across multiple Meta properties or other platforms.

The expanded social reporting operates at the campaign level rather than just providing aggregate metrics, enabling advertisers to evaluate which creative assets, audience segments, or campaign configurations drive performance across Meta's inventory alongside other channels. This granularity matters for budget allocation decisions where advertisers need to compare the relative effectiveness of different platforms and publishers.

Comscore also announced December 15 that it is rebranding Comscore Campaign Ratings as Cross-Platform Campaign Results. The company stated that the new name more clearly reflects what makes its offering distinctive—helping advertisers validate impact and optimize spending across an increasingly fragmented marketplace by providing a single, deduplicated view of campaign performance across TV, CTV, digital, social, and audio.

The rebranding comes as Comscore has secured multiple industry certifications that position the company as a recognized measurement standard. The Joint Industry Committee granted complete certification for national TV measurement on July 10, 2025, while the Media Rating Council accredited the company's demographic television metrics across all U.S. markets on April 8, 2025.

The measurement company has pursued cross-platform expansion throughout 2025. Comscore launched comprehensive content measurement tools on January 16, 2025, integrating data streams to analyze audience behavior across linear television, streaming services, personal computers, mobile devices, and social media platforms. The company expanded social measurement to nine international markets on July 15, 2025, covering Chile, Colombia, Peru, Germany, Ireland, Taiwan, Indonesia, Malaysia and Australia.

Cross-platform measurement has become increasingly complex as audiences fragment across devices and platforms. Comscore's methodology attempts to solve deduplication challenges by identifying when the same person encounters advertisements across different environments. The company uses what it describes as person-level measurement that accounts for scenarios where viewers encounter advertisements on different devices or engage in co-viewing, particularly on connected TV devices.

The platform's approach relies on combining Comscore's digital opt-in panel with census network data and passively-collected set-top-box viewership information from partnerships with multichannel video programming distributors. The company states that its footprint covers 99% of all U.S. zip codes, with second-by-second deterministic viewership data across 75 million televisions.

For advertisers, the expanded reporting suite addresses practical campaign management challenges. Without unified measurement, advertisers often struggle to determine whether three impressions represent three different people or a single person across three screens. This distinction affects frequency management, budget allocation, and understanding true campaign reach.

Comscore's materials demonstrate how the platform calculates deduplicated reach across platforms. In one example provided by the company, a campaign targeting adults 18 and older delivered 62.4 million total reach, with 14.1 million exposed to linear television only, 10.6 million exposed to digital only, and 28.9 million seeing advertisements on both platforms. The overlap measurement enables advertisers to calculate incremental reach from digital channels and plan frequency caps to avoid over-exposing audiences.

Co-viewing measurement represents another technical capability that Comscore emphasizes in its materials. The company's data shows co-viewing lifts ranging from 10% to 66% across different publishers, adding hundreds of millions of advertisement exposures on shared-screen devices. For one campaign analyzed by Comscore, co-viewing added 310 million advertisements on shared-screen devices, representing a 66% lift in total exposure.

The platform also incorporates audience validation capabilities powered by more than 1,350 predictive audiences from Proximic by Comscore. These enable advertisers to measure shopping behavior, consumption patterns, and key life milestones with what the company describes as granularity that allows targeting in-market audiences considering specific brands or products.

Comscore provides custom audience reporting that offers real-time insights into target audience characteristics. This functionality enhances marketing strategies by enabling optimization of engagement and messaging alignment. For television networks and multichannel video programming distributors, the system enables strategic bundling, packaging and pricing of cross-platform advertising inventory.

The measurement expansion into audio addresses a significant market opportunity. Industry research has documented a persistent gap between consumer audio engagement and advertiser investment. Analysis shows that consumers dedicate 31% of their media time to audio platforms while advertisers allocate only 9% of their budgets to audio advertising, creating a 22% gap that represents potential growth for platforms that can demonstrate measurement capabilities.

The streaming audio market has experienced substantial infrastructure development throughout 2025. Nielsen partnered with Edison Research on August 6, 2025, to integrate podcast metrics into unified cross-platform media planning tools. Triton Digital launched advanced podcast audience targeting on August 19, 2025, introducing demographic insights and purchase intent behaviors across more than 200 podcasts.

The podcast measurement landscape has also evolved to incorporate video consumption patterns. Edison Research began incorporating data from individuals whose sole podcast consumption occurred through video platforms in 2025, reflecting how audiences increasingly discover and engage with audio content through visual platforms like YouTube.

Social media measurement has similarly grown more sophisticated as platforms develop attribution capabilities. Meta enhanced AI optimization for app advertisers on November 3, 2025, delivering improved return on ad spend and better alignment with mobile measurement partners. The platform restricted attribution windows and data retention in its Ads Insights API, eliminating certain view-through attribution windows while maintaining one-day click, seven-day click, 28-day click, one-day engaged view, and one-day view windows.

Cross-media measurement studies have demonstrated the value of unified analytics. Heineken increased digital investment to 42% following a cross-media measurement study that documented a 22 percentage point lift in brand awareness when campaigns combined exposure across television and Meta platforms.

For agencies and advertisers, Comscore's expanded platform enables optimization of campaign delivery in-flight to hit reach and frequency objectives, impression thresholds and demographic in-target volumes across platforms. The system allows measurement of total and platform-specific co-viewing lifts to account for all audiences exposed to campaigns. Advertisers can compare the relative effectiveness of networks and publishers in achieving campaign-specific key performance indicators.

The broader measurement ecosystem continues consolidating as companies build partnerships to address fragmentation. Comscore partnered with HyphaMetrics on July 15, 2025, to expand cross-platform measurement capabilities by introducing CTV program-level reporting and person-level audience measurement. The collaboration integrates HyphaMetrics' Unified Individual Media Metric with Comscore's personification methodology to create deterministic viewers-per-viewing-household data alongside person-level co-viewing insights.

The rebranding from Comscore Campaign Ratings to Cross-Platform Campaign Results reflects the company's positioning in a marketplace where alternative measurement solutions have gained traction. The company reported mixed first quarter 2024 results with revenue declining 5.2% to $86.8 million, primarily driven by lower revenue from national TV measurement, though adjusted EBITDA reached $8.1 million compared to $5.2 million in the prior-year period.

The Cross-Platform Campaign Results offering gives advertisers insights they need to measure audiences, validate performance, and drive business outcomes as consumer attention continues shifting across platforms and formats. The December 15 announcement positions Comscore to compete in a measurement landscape where comprehensive cross-platform solutions have become table stakes for advertisers managing campaigns across television, streaming, digital, social, and now audio environments.

The technical challenge that Comscore addresses with its expanded offering involves providing a single source of truth for audience measurement while enabling control over marketing budgets. The platform aims to elevate advertising strategy beyond topline reach and frequency metrics by incorporating advanced audience validation, custom audience reporting, and deduplication capabilities across all major advertising channels.

Comscore's methodology for streaming audio measurement has not been detailed in the December 15 announcement, though the company stated that advertisers can now measure streaming audio and podcast campaigns alongside other digital and linear formats. The Meta integration similarly provides campaign-level metrics from Facebook, Instagram and Audience Network without specifying the technical implementation of how Comscore deduplicates social audiences with television and digital audiences.

The measurement company positions itself as providing the most robust digital reporting in the marketplace through what it describes as the largest digital opt-in panel and census network. For television measurement, Comscore relies on passively-collected second-by-second deterministic set-top-box viewership data sourced directly from partnerships with MVPDs. The company combines these data sources with what it describes as best-in-class device graph and massive scale of data assets.

For advertisers evaluating measurement solutions, Cross-Platform Campaign Results simplifies what Comscore describes as the complex world of audience measurement. The platform aims to provide a single source of truth for understanding audiences while gaining control over marketing budgets and elevating advertising strategy beyond basic reach and frequency metrics.

The December 15 expansion enables advertisers to access comprehensive campaign measurement across platforms that collectively represent how modern consumers engage with media. From linear television to connected TV, desktop and mobile devices, social media platforms, and now streaming audio services, the measurement suite attempts to capture audience behavior across the fragmented landscape that characterizes contemporary media consumption.

Timeline

• January 16, 2025: Comscore launches cross-platform content analysis tools for media companies
• April 8, 2025: Comscore secures MRC accreditation for demographic TV metrics
• July 10, 2025: Comscore achieves full JIC certification for national TV measurement
• July 15, 2025: Comscore expands social measurement to nine international markets
• July 15, 2025: Comscore partners with HyphaMetrics for advanced CTV measurement
• August 6, 2025: Nielsen partners with Edison Research to integrate podcast data
• August 19, 2025: Triton Digital launches advanced podcast audience targeting
• December 15, 2025: Comscore expands Cross-Platform Campaign Results to include streaming audio measurement and enhanced Meta social reporting

Summary

Who: Comscore, a global leader in measuring and analyzing consumer behaviors, announced the expansion alongside Adam Telian from integrated creative agency GYK and Steve Bagdasarian, Comscore's Chief Commercial Officer.

What: Comscore expanded its cross-platform reporting suite to include streaming audio measurement and enhanced social reporting with campaign-level metrics from Meta's Facebook, Instagram and Audience Network, while rebranding Comscore Campaign Ratings as Cross-Platform Campaign Results.

When: The announcement occurred December 15, 2025, with both new capabilities available immediately to advertisers.

Where: The expanded measurement capabilities operate across the United States, building on Comscore's existing coverage that spans 99% of all U.S. zip codes with 75 million televisions providing viewership data.

Why: The expansion addresses advertiser needs for unified cross-platform measurement in a fragmented media landscape where consumers engage with content across television, connected TV, digital, social media, and streaming audio platforms, enabling advertisers to eliminate duplicate counting and optimize budget allocation across channels.