Evan Shapiro’s analysis of Comscore’s dataset and new ad exposure metric

Utilizing viewership data from 29 million US households, The Score Report aims to provide insight into the comprehensive viewing experience for US consumers, reporting on the share of viewership time spent, on a household level, to advertising on television in the United States.

This is the first report surfacing an ad exposure time metric by a trusted 3rd party partner. As Comscore is always looking to provide better measurement for the industry as a whole, it plans to work alongside partners to further iterate, with the goal of including ACR data from a more comprehensive set of OEMs.

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Insights from Evan Shapiro:

• Broadcast and Cable Dominate Ad Time: Legacy broadcasters and cable networks still control the vast majority of ad-supported viewing. 43.7% of total ad exposure is attributed to broadcast television alone. The top 4 included CBS with 10.2%, followed by ABC with 9.8%, NBC with 9.4%, and Fox at 5.3%.
• The Value in Local and Sports: A sizeable portion of Share of Ad Voice in 1H24 was driven by live programming, including morning and nightly news programs on each of the big three Broadcasters, and of course sports, one of the major pillars of the Broadcast audience.
• Hulu and YouTube as Streaming Leaders: Hulu and YouTube emerged as significant players in the streaming ad space, both surpassing several major cable networks in terms of ad exposure. Tubi, Fox's AVOD platform, also outperformed many established broadcasters and streamers, demonstrating the growing influence of free, ad-supported services.

To learn more about the data set and Pilot Program participation, please contact Comscore here.