European expansion for Comscore connected TV

Through the deal, Comscore will launch smart TV measurement in some European markets, following partnerships announced earlier this year in Italy and Sweden.

The measurement across linear, connected TV and over-the-top TV includes advertising exposure data at the programme and series level.

Bill Livek, chief executive at Comscore, said: “As a leader in this area for the US, we have a strategic opportunity to harness our valuable information in partnership with Samba TV and other key players in the region to create an unmatched measurement offer for this vital channel.”

Ashwin Navin, chief executive and co-founder, Samba TV, said: “With the rapid shifts across TV viewing behaviour, advertisers and publishers can no longer expect their legacy approach to accurately quantify the size of audiences or the effectiveness of advertising.”

Through the partnership, some Comscore clients have begun new TV measurement projects in Europe.

The two companies plan to expand into additional regions in 2021.