Observed Signal · Jan 15, 2026 · Partnership · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
Comscore Focuses on Cross-Channel Content Measurement
At CES 2026 in Las Vegas, Comscore said it is prioritizing omni-channel, content-level measurement to track audiences moving fluidly across linear TV, streaming, digital and social video. Comscore’s Chief Commercial Officer Steve Bagdasarian told AdExchanger the company is shifting emphasis from platform-level metrics to program/episodic-level insights. As part of that push, Comscore announced ESPN will use its cross-platform content measurement product to analyze how fans tune in across linear, streaming, digital and social video. The company plans to extend content-level, cross-platform measurement capabilities throughout 2026 to better capture viewing behavior across channels.
Advances in cross-platform, content-level measurement affect media planning and measurement accuracy across TV, streaming and digital video; ESPN's adoption signals commercial traction but is not an industry-shifting platform policy or major technical standard change.
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Key Takeaways & Evidence Grounding
- Comscore announced a strategic focus on omni-channel, content-level measurement at CES 2026.
- Steve Bagdasarian, Comscore’s Chief Commercial Officer, said audiences are moving fluidly between channels and measurement should be content-focused.
- ESPN will use Comscore’s cross-platform content measurement product to analyze viewing across linear, streaming, digital and social video.
- Comscore is working to measure at the program/episodic level rather than only at the platform level.
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Comscore: Cross‑Platform Measurement Profile
Comscore is a cross-platform audience measurement and analytics company (parent: Comscore, Inc.) that provides audience analytics for TV, digital, and streaming. Positioned as an alternative measurement currency to Nielsen, Comscore offers cross-platform measurement services and maintains a corporate website and press resource. The State of Streaming profile lists recent coverage of Comscore’s reports and partnerships (including a March 11, 2026 item about collaboration with Yahoo on political ad infrastructure) and links to related articles on Comscore research into ad-supported streaming, AI impacts on advertising, and programmatic measurement partnerships.
Super Bowl LXI to Stream on Disney+
Disney announced that Disney+ will livestream Super Bowl LXI on February 14, 2027, alongside broadcasts on ESPN and ABC. U.S. subscribers can watch the traditional game presentation with Joe Buck, Troy Aikman, Lisa Salters, and Laura Rutledge. The stream will also be available in over 55 international markets, while ESPN's linear platforms will carry the game in more than 130 countries. Additionally, two Monday Night Football regular-season games will be available on Disney+ starting October 26, 2026, including the Dallas Cowboys vs. Philadelphia Eagles matchup. Disney+ will offer both English and Spanish language broadcasts for these games. This marks a significant expansion of Disney's streaming strategy for major live sports events.
WBD White Paper Calls for Measuring TV Ad Basics
Warner Bros. Discovery (WBD) published a white paper titled 'The Unified Reach Paradox' during Advertising Week New York, advocating for standardized TV ad measurement fundamentals. The paper presents findings from WBD's investigation of five major measurement providers—VideoAmp, iSpot, Comscore, Innovid, and Samba—across more than 50 campaigns on linear and streaming. WBD found significant variance in universal audience estimates, impression counting, and cross-platform coverage. For example, Comscore counted 43.5M impressions for a campaign while iSpot counted 24.6M. A survey of 154 agency and marketer decision-makers revealed that 73% consider unified reach a critical missing metric, and 79% cannot fully trust outcomes without it. WBD calls for industry standards on impression and viewability counting, and transparency in projection methodologies, urging a 'nutrition label' approach.
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