Comscore vs Gracenote

FAST Channels Need Data Transparency to Prove Value

An industry opinion column argues that FAST platforms are hindering the growth of ad-supported TV by withholding crucial audience data from channel operators and advertisers. Despite significant growth in FAST viewership, the lack of independent measurement and transparency undermines advertiser trust and suppresses CPMs. The piece cites specific statistics on viewing hours and revenue declines, and calls for baseline device-level verification to restore confidence in the category.

• FAST viewing hours in the US grew 43% year-over-year through August 2025, reaching 1.8 billion hours (ComScore).
• Global FAST viewing hours grew 55% year-over-year through mid-2026 (Amagi).
• EMarketer estimates US FAST users will reach 131 million in 2026, representing 54% of all CTV users.

Comscore Measures Performance Impact of AI Chat Advertising

Comscore has expanded its AI Intelligence suite to measure sponsored placements within AI-powered chat interfaces, linking them to downstream user behavior for attribution. The company reports that sponsored ads appeared in 24% of hotel-related ChatGPT queries by May 2026, up from 6% in March. This development addresses the challenge of measuring advertising effectiveness in conversational AI, where traditional click-through metrics may be insufficient. The move comes as OpenAI's advertising business reportedly reached an annualized revenue run rate of $1 billion. Comscore's approach involves tracking prompt-response pairs, cited domains, and subsequent website visits to assess business impact. The initiative highlights the growing importance of AI chat as an advertising channel and the need for new measurement standards.

• Comscore expanded its AI Intelligence to measure sponsored chat advertising and its business impact.
• Sponsored ads appeared in 24% of hotel-related ChatGPT queries in May 2026, up from 6% in March.
• OpenAI reached an annualized revenue run rate of $1 billion from its advertising business.

Comscore Expands Its AI Intelligence to Measure Sponsored Chat Advertising and Its Business Impact

Comscore (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating media across platforms, today announced new capabilities from Comscore AI Intelligence, enabling brands an...

CTV Show-Level Data Glut Fails to Deliver Optimization Control

While CTV buyers increasingly demand show-level transparency, a new IAB report shows 43% lack confidence in inventory. Despite progress in show-level reporting, true program-level optimization remains elusive. Publishers and exchanges offer data, but limitations persist: incomplete bidstream signals, "unknown" titles, and lack of scaled optimization solutions. Privacy laws like VPPA, combined with household-level data, complicate sharing. Linear TV offers program-level control by design, while CTV faces a gap between reporting and active optimization. Buyers can receive post-campaign reports but can't programmatically target individual shows at scale, except via programmatic guaranteed deals. The industry is working toward compliant, scaled optimization, but meaningful progress is still needed.

• 43% of CTV buyers have little or no confidence in the inventory they buy (IAB).
• Major exchanges do not offer scaled show-level optimization as a standard product.
• One top-five streamer's SSP integration prevents pulling show-level reporting.

Gracenote expands AI product roadmap with sports MCP server, entertainment SLM and agents

The expansion comes as companies adopt general-purpose LLMs to improve viewer experiences, guide content decisions and streamline operations.

Gracenote study: 85% of sports fans want TV home screens to show when and where to watch favorite teams

91% of survey respondents say centralized sports information would make it easier to find the games and events they want.