NEWS1 November 2021

Comscore CEO pens open letter amid Nielsen measurement issues

Media News North America

US – Comscore chief executive Bill Livek has issued an open letter to the ad industry stating that he believes his company’s measurement system is the only one capable of handling the challenges of the modern media environment.


In a letter entitled, Building the Path Forward for the Future of Measurement, Livek appears to take aim at rival Neilsen when he talks about how the marketplace is “no longer willing to settle for a measurement source that relies on small panels to drive decision-making for a multi-billion-dollar industry.”

Back in August, the Media Rating Council de-accredited Nielsen’s national and local TV ratings service.

The Comscore chief then seems to respond to an opinion piece recently produced by Neilsen that criticised Comscore’s technological approach to audience measurement. “Perhaps we shouldn’t be too surprised at their admitted scepticism regarding the use of large-scale data, given the challenges they’ve had moving away from small panels with single-digit response rates within their own service”, he observes.

Livek ends by asserting that the industry needs to move away from “the same antiquated service” and shed its “fear of the risk of change”. In a bold statement, he declares, “Change is here and the choice is clear”, before urging the industry to choose Comscore over the competition, claiming that it “can deliver stable, reliable, accurate reporting built for the future of media, today.”