Comscore, a media measurement and analytics company, has expanded its capabilities to provide comprehensive measurement of YouTube audiences across all digital devices in the United States. This development, which began in July, now includes traffic from desktop, mobile, and connected TV (CTV), offering a holistic view of YouTube's reach.
The enhancement builds upon Comscore's existing services, which previously covered YouTube video traffic on desktop and mobile browsers, as well as mobile apps. The addition of YouTube CTV data to Comscore’s Video Metrix Multi-Platform suite marks a significant advancement in the company's offerings. This new feature includes coviewing data and allows clients to access Traffic Sharing in YouTube CTV measurement.
Steve Bagdasarian, Comscore's Chief Commercial Officer, highlighted the importance of this update by stating, "Comscore is solving for the convergent shift in cross-platform audiences and continues to lead in digital and video measurement that incorporates person-level insights and deduplicates video audiences across digital."
This initiative by Comscore aims to address the evolving needs of media buyers and sellers as they seek to understand and quantify multi-screen viewing behavior. The company's approach is designed to provide complete reporting of publisher reach across all video platforms, which is increasingly critical in a media landscape where audiences are fragmented across various devices.
Comscore's extended YouTube audience measurement capabilities are currently available in the U.S. and are expected to roll out to other regions starting in 2025. The list of countries set to receive this service includes Argentina, Brazil, Canada, France, Germany, India, Italy, Malaysia, Mexico, Spain, and the UK.
Comscore positions itself as a global, trusted partner in planning, transacting, and evaluating media across platforms, combining digital, linear TV, over-the-top, and theatrical viewership intelligence with advanced audience insights. The company is recognized for its digital and TV audience and advertising measurement at scale, making it an emerging third-party source for reliable and comprehensive cross-platform measurement.
InvestingPro Insights
As Comscore (SCOR) broadens its measurement of YouTube audiences across various digital devices, it's vital for investors to consider the company's financial health and market performance. According to InvestingPro data, Comscore has a market capitalization of $68.46 million, reflecting its current valuation in the market. Despite a challenging revenue growth rate, with a decline of 1.99% over the last twelve months as of Q1 2024, the company has managed to maintain a gross profit margin of 45.11%, indicating its ability to retain a significant portion of sales as gross profit.
Investors should note that Comscore's P/E ratio stands at a negative -0.77, suggesting that the market expects lower earnings or is undervaluing the company's earnings potential. However, with a PEG ratio of 0.19 during the same period, there might be an indication of the stock being potentially undervalued relative to its earnings growth. Additionally, the company's price/book ratio of 1.33 can offer insights into its market valuation relative to its book value.
Two InvestingPro Tips that stand out for Comscore are its high shareholder yield and the valuation implying a strong free cash flow yield. These aspects could be particularly attractive to investors looking for companies with the potential to return value to shareholders. Moreover, analysts predict that the company will be profitable this year, which could be a turning point for Comscore's financial trajectory. For those interested in a deeper analysis, there are several more InvestingPro Tips available, including an assessment of the company's short-term obligations versus liquid assets and its moderate level of debt.
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