Home AdExchanger Talks Evening The Score With Comscore CEO Bill Livek

Evening The Score With Comscore CEO Bill Livek

Comscore CEO Bill Livek

Nielsen’s recent missteps have been Comscore’s opportunity to make hay.

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

When it came to light that Nielsen had undercounted audiences because it was unable to service its People Meter devices during the lockdown, Comscore was right there to throw shade at traditional panel-based measurement.

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

Comscore, which measures using return path data from set-top boxes, smart TVs and other connected devices, saw an increase in viewing in all markets and across all types of consumption, from local newscasts to streaming and serial dramas.

“When we saw things that were counterintuitive, we pointed to a very simple thing,” Livek says. “Samples don’t work well – and they also don’t work well when you have a problem maintaining them.”

Also in this episode: Making the case for big data sets, Comscore’s push to be used as a currency during next year’s upfronts and Livek on Nielsen’s patent lawsuit against alternative panel providers TVision and HyphaMetrics.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.