With media investments predicted to be greater than $50 billion this upfront season, it is critical to be able to reliably measure the return on that investment with accuracy and speed.
Warner Bros. Discovery’s announcement selecting Comscore as one of its trusted currency providers for the upfront is a signal to the advertising community that programmers are leaning into the need to provide marketers improved measurement solutions that provide clarity and confidence in the audiences that they deliver across their content and platform delivery.
Comscore is proud to have been selected as a preferred partner in the 2023-2024 Upfront precisely for our ability to provide a more flexible approach for national advertisers transacting across its linear inventory and data-driven advanced advertising solutions. In making this exciting announcement, Andrea Zapata, EVP, Head of Ad Sales Research, Measurement and Insights at Warner Bros. Discovery described it as paving the way to “leverage innovative and effective solutions as we as an industry move away from a single-source currency.”
I applaud Warner Bros. Discovery for leading the charge to bring choice in media measurement to their brand and agency partners. We are working together to power marketplace demand for greater transparency, consistency and interoperability.
It’s a point our long-standing partner highlighted in its whitepaper, The Transformation of Media Measurement, recognizing “Comscore is also already interoperable with various systems, allowing for transactions between buyers and sellers to take place at scale.”
This announcement highlights an important pathway forward for the future of currency in our industry. My team and I are excited for this marketplace acceptance of our currency and the benefits it will bring to the industry and our investment community. We look forward to driving success and greater opportunities ahead for Warner Bros. Discovery.
Don’t hesitate to with your thoughts or questions as we approach this year’s TV Upfront.