Comscore Awarded US Patent For Person-Level TV Audience Measurement, Transforming Precision in Media Targeting

Core Insights - Comscore has been granted a patent for Personifying Viewership Data, enabling marketers to analyze individual-level viewership of linear and connected TV through predictive modeling based on extensive household-level data [1][4]. Group 1: New Capabilities - The new capability is integrated into Comscore's digital video, cross-platform, and TV solutions, providing more accurate demographic insights by utilizing Big Data instead of relying solely on expensive and sparse panel samples [2]. - This approach allows for a privacy-forward measurement of exposure at the individual level while leveraging the scale of big data [2]. Group 2: Demographic Estimation - Comscore's personification method estimates audience demographics, such as age and gender, for specific TV programs using household-level media consumption data [3]. - This feature is available in Comscore's flagship cross-platform campaign measurement solution and other reporting and optimization tools [3]. Group 3: Industry Positioning - The Chief Commercial Officer of Comscore emphasized the importance of person-level data for effective demographic targeting, stating that household-level data does not meet all marketers' needs [4]. - Comscore's commitment to measurement innovation is reflected in its portfolio of over 130 U.S. patents, including those related to digital and TV solutions [4][5].