Comscore unveils daily TV program tracking powered by AWS AI

Comscore released program-level measurement capabilities on January 6, 2025, that track individual shows and episodes across streaming and linear television with daily reporting frequency. The enhancement, powered by Amazon Bedrock agentic AI technology, addresses fragmentation that has historically separated audience intelligence across platforms by providing normalized, deduplicated reach data for advertisers and media companies.

According to the announcement, Comscore Content Measurement now includes a new module delivering visibility into audience engagement down to series and episode levels on a daily basis. The system processes millions of tokens daily, bringing together viewing metadata from multiple systems and platforms to create unified reporting.

"The expansion of Comscore's content measurement capabilities to the program-level unlocks better planning, smarter selling and greater confidence in a converged world where content is the new currency," according to Steve Bagdasarian, Chief Commercial Officer at Comscore.

The technical implementation relies on Amazon Bedrock agentic AI to unify content identification across platforms. Comscore uses an Open AI open weight model on Amazon Bedrock combined with multiple AWS services to process viewing metadata from various sources. This infrastructure brings together data streams that traditionally remained separated within individual platform ecosystems.

Comscore launched cross-platform content analysis tools for media companies on January 16, 2025, establishing the foundation for program-level tracking. The system integrates data from linear television, streaming services, personal computers, mobile devices, and social media platforms to analyze audience behavior across distribution channels.

Deduplicated measurement represents a fundamental challenge in cross-platform television advertising. When audiences watch content on multiple devices or platforms, traditional measurement approaches double-count viewers, inflating reach estimates and creating inefficient media allocation decisions. The new program-level module addresses this through unified content identification that tracks specific shows and episodes regardless of where viewers watch them.

Jack Embree, Director Planning and Research Platforms at Canvas, emphasized the importance of cross-platform measurement capabilities. "Given the dynamic nature of the advertising landscape, it's critical for our brands that we optimize their investments with smarter decisions, by measuring each piece of content and understanding people's behavior across multiple devices," according to Embree.

The measurement company partners with HyphaMetrics for advanced CTV capabilities announced on July 15, 2025, introduced person-level audience measurement and enhanced analytics for streaming content. That partnership positions measurement capabilities ahead of the 2026/2027 television upfront season, when networks negotiate advertising rates with buyers based on expected audience delivery.

The program-level capabilities arrive as creator content gains prominence in media consumption patterns. Nic Paul, President & Co-Founder of Spotter, positioned the development within broader shifts in content creation and distribution. "Creator content has become one of the most powerful forces in modern media, shaping culture, driving fandom, and reaching audiences at remarkable scale," according to Paul.

Spotter's partnership with Comscore aims to provide creators with third-party measurement data. "Creator-led programming deserves to be measured, valued, and invested in with the same rigor as broadcast and streaming," Paul stated. The measurement parity between traditional programming and creator content addresses transparency gaps in digital video advertising.

Amazon Bedrock provides the underlying AI infrastructure enabling Comscore's content unification at scale. AWS brought Project Rainier online during Q3 2025, deploying nearly 500,000 Trainium2 chips to support AI model training and deployment for Anthropic's Claude and other applications across the AWS ecosystem.

Amazon positions itself as infrastructure provider for advertising technology companies requiring cloud-based computational resources. The company announced RTB Fabric on October 23, 2025, offering single-digit millisecond latency and 80% cost savings for programmatic advertising operations that process real-time bidding transactions.

The infrastructure developments extend beyond AI training to practical applications in advertising measurement. AWS's cloud services enable Comscore to process massive data volumes daily, analyzing viewing patterns across millions of households to generate program-level insights that update on 24-hour cycles.

Jen Carton, Senior Vice President at Comscore, emphasized the operational significance of daily reporting. "Agencies have told us this is the kind of insight they've been waiting for," according to Carton. "It's not just about counting viewers — it's about understanding viewing behaviors in context: what's being watched, where, and by whom."

The daily visibility into audience engagement enables faster decision-making cycles compared to traditional measurement approaches that often lag by weeks. Media buyers can adjust campaign strategies based on current viewing patterns rather than historical data that may no longer reflect audience behavior.

Campaign Manager 360 added Netflix ads integration and TV measurement tools on February 7, 2025, incorporating Comscore data to provide cross-media reach reporting. That integration enables advertisers to view, organize, and analyze reach data across platforms by identifying shared and exclusive audiences between linear TV and digital video.

Connected television continues gaining importance as streaming platforms capture larger shares of media consumption and advertising budgets. Industry projections indicate CTV's share of media budgets could double from 14% in 2023 to 28% in 2025, according to data from measurement industry sources.

Comscore expanded campaign measurement to include streaming audio and enhanced Meta reporting on December 15, demonstrating the company's broader strategy to provide unified measurement across fragmented media environments. That expansion rebranded Comscore Campaign Ratings as Cross-Platform Campaign Results to reflect deduplicated campaign performance measurement across television, CTV, digital, social, and audio channels.

The measurement methodology combines 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. This approach attempts to solve deduplication challenges by identifying when the same person encounters content or advertisements across different devices and platforms.

Rich Geraffo, Vice President & Managing Director at AWS North America, positioned the collaboration within AWS's advertising industry strategy. "We are proud to support Comscore's new agentic capabilities in CCM with our cloud and AI services, helping their clients optimize campaign reach and advertising return on investment," according to Geraffo.

The announcement builds on Comscore's existing certification credentials within television measurement. The company achieved complete Joint Industry Committee certification for national TV measurement on July 10, 2025, encompassing Personified Demographics, making Comscore the only provider with full JIC certification across all measurement categories at that time.

Google Ads introduced Cross-Media Reach measurement in June 2024, providing advertisers with deduplicated reach and frequency insights across YouTube and traditional television. That functionality addressed growing demand for unified campaign measurement across digital and linear channels as audiences fragment across multiple viewing platforms.

Cross-platform deduplication requires sophisticated technical infrastructure capable of identifying unique viewers across different devices, formats, and platforms without compromising individual privacy. The technical challenge intensifies as viewing patterns become more fragmented, with consumers moving between smartphones, tablets, computers, and connected television devices throughout the day.

Nielsen expanded YouTube CTV measurement in Australia on August 27, 2024, introducing deduplication capabilities across mobile, desktop, and CTV devices. Similar cross-platform measurement enhancements from Nielsen have since expanded to additional markets including India, Thailand, and the United Kingdom.

The program-level measurement module operates within The Comscore Platform, the company's unified measurement infrastructure. Several major media organizations implemented Comscore Content Measurement through managed services, according to announcements from January 2025, when the platform first launched with comprehensive content tracking capabilities.

Brian West, NBCUniversal SVP of Data & Measurement Strategy, previously stated the platform proved valuable for understanding viewer behavior across content portfolios. "NBCU viewers engage deeply with our vast array of linear and digital content, and it's crucial that our measurement solutions provide insights into everything from cross-platform reach to viewer behavior," West stated regarding the broader CCM system.

Advertisers can now plan campaigns based on deduplicated reach data that accounts for viewers who watch the same program across multiple platforms. This capability prevents double-counting that inflates apparent campaign reach and leads to wasted advertising expenditure when buyers unknowingly purchase the same audiences multiple times across different distribution channels.

The daily reporting frequency distinguishes the new module from traditional measurement approaches that aggregate data over longer time periods. Weekly or monthly reporting cycles delay insights that could inform campaign adjustments, particularly for time-sensitive advertising strategies tied to specific events or seasonal patterns.

Amazon expanded AI capabilities across its commercial operations throughout 2025, demonstrating unified deployment of Amazon Bedrock infrastructure. The same foundational technology powers Amazon's advertising AI agents, seller platform automation, and enterprise purchasing systems, creating consistent experiences across previously separate business units.

AWS announced RTB Fabric specifically for real-time bidding advertising workloads, delivering single-digit millisecond latency required for programmatic auction mechanics. The specialized infrastructure addresses computational requirements for advertising technology companies processing millions of bid requests per second with strict latency requirements.

Comscore debuts AI-powered data partner network on September 3, 2025, enabling third-party data providers to transform ID-based datasets into scalable, privacy-first audiences using Proximic by Comscore's proprietary AI predictive technology. That network processes various data types through standardized APIs that enable integration with existing data provider infrastructures.

The AI models analyze behavioral patterns, demographic characteristics, and engagement signals to create privacy-compliant audience segments. Technology demonstrations showed that Proximic by Comscore's ID-based segments expanded by over 95% when processed through the AI predictive technology, according to company announcements from September 2025.

Media buyers face increasing complexity as television viewing fragments across streaming services, traditional broadcast networks, and digital platforms. The program-level measurement addresses operational challenges by providing unified visibility into how audiences engage with specific content regardless of distribution method.

Médiamétrie partnered with AudienceProject on September 4, 2025, to accelerate development of Cross-Media Video advertising measurement providing unified, deduplicated campaign measurement across major platforms, social media, connected television, and online video. That partnership scheduled new Cross-Media Video solution for first quarter 2026 deployment.

The French audience measurement company processes over one billion data points daily to support strategic decision-making, demonstrating the scale of data processing required for comprehensive cross-platform measurement in major markets.

Attention-based metrics integrated into Comscore's certified deal IDs through partnerships with Adelaide and PubMatic on June 10, 2025. Those collaborations brought attention measurement to premium programmatic inventory, providing advertisers with quality and performance signals beyond traditional impression-based metrics.

The streaming television advertising market continues substantial expansion. PubMatic reported over 50% year-over-year growth in CTV revenue during the first quarter of 2025, highlighting the format's increasing importance for advertisers. Programmatic CTV demonstrates particularly strong growth rates as automated buying systems extend into streaming inventory.

Open weight models on Amazon Bedrock enable Comscore to deploy sophisticated AI capabilities without managing underlying infrastructure. The managed service approach accelerates development cycles by providing pre-configured access to foundation models that can be customized for specific measurement applications.

Amazon launched Model Context Protocol Server for Amazon Ads on November 13, 2025, transforming complex API operations into conversational queries that enable large language models to access campaign data, performance metrics, billing information, and account details through natural language interactions.

The infrastructure investments in AI-powered measurement align with broader industry trends toward automation and real-time optimization. Advertisers increasingly demand measurement solutions that provide actionable insights within campaign flight periods rather than post-campaign analysis that arrives too late to influence spending decisions.

Timeline

• July 31, 2024: Comscore unveils comprehensive YouTube Audience Measurement across desktop, mobile, and CTV platforms in United States
• March 21, 2024: Comscore achieves MRC accreditation for National and Local TV measurement covering Total Household Rating and Average Audience estimates
• February 22, 2024: Comscore expands Cross-Platform audience measurement to local level with CCR Local covering top 100 U.S. markets
• February 7, 2025: Campaign Manager 360 adds Netflix ads integration incorporating Comscore data for Cross-Media Reach reporting
• January 16, 2025: Comscore launches cross-platform content analysis tools introducing unified Content Measurement (CCM) system
• June 10, 2025: Comscore expands certified deals with Adelaide attention metrics through PubMatic partnership for programmatic quality assurance
• July 10, 2025: Comscore achieves complete Joint Industry Committee certification for national TV measurement including Personified Demographics
• July 15, 2025: Comscore partners with HyphaMetrics for advanced CTV measurement introducing program-level reporting and person-level audience measurement
• July 15, 2025: Comscore expands social measurement to nine international markets with Social Incremental Audiences capability
• September 3, 2025: Comscore debuts AI-powered data partner network enabling privacy-first audience targeting with over 95% segment growth
• October 23, 2025: AWS announces RTB Fabric for real-time bidding advertising workloads with single-digit millisecond latency
• November 2, 2025: AWS activates Project Rainier with 500,000 Trainium2 chips supporting AI model training for Anthropic Claude
• December 15, 2025: Comscore adds audio and social to cross-platform measurement suite, rebranding to Cross-Platform Campaign Results
• January 6, 2026: Comscore launches daily program-level reporting with deduplicated insights powered by AWS Amazon Bedrock agentic AI technology

Summary

Who: Comscore, a global leader in media measurement and analytics, announced the program-level capabilities with partnerships involving Amazon Web Services, Canvas (media agency), and Spotter (creator content company). Steve Bagdasarian serves as Chief Commercial Officer, Jen Carton as Senior Vice President, Jack Embree as Director Planning and Research Platforms at Canvas, Nic Paul as President & Co-Founder of Spotter, and Rich Geraffo as Vice President & Managing Director at AWS North America.

What: Comscore released a new module within Comscore Content Measurement delivering daily program-level reporting with deduplicated audience insights for shows and episodes across connected TV and linear television. The system uses Amazon Bedrock agentic AI technology with an Open AI open weight model to process millions of tokens daily, unifying viewing metadata from multiple platforms to create normalized reporting that enables advertisers to plan campaigns based on deduplicated reach, avoiding wasted ad spend from double-counting audiences across platforms.

When: Comscore announced the program-level capabilities on January 6, 2025, from Reston, Virginia. The announcement builds on the January 16, 2025 launch of Comscore Content Measurement and the July 15, 2025 partnership with HyphaMetrics for enhanced CTV measurement.

Where: The measurement capabilities operate across linear television and streaming platforms in markets where Comscore provides measurement services. The system processes data from major platforms to create unified reporting accessible to media companies, advertisers, and agencies through The Comscore Platform. AWS provides underlying infrastructure through Amazon Bedrock and multiple AWS services that enable the technical processing required for cross-platform content identification.

Why: The program-level measurement addresses fragmentation that has historically limited cross-platform insights by creating a single source of truth for audience engagement with specific content regardless of distribution method. Advertisers can now plan campaigns based on deduplicated reach data that prevents double-counting viewers across platforms, delivering more cost-effective campaigns and avoiding wasted advertising expenditure. The daily reporting frequency enables faster decision-making compared to traditional measurement approaches, allowing media buyers to adjust strategies based on current viewing patterns rather than historical data.