Warner Bros. Discovery Pares Measurement Providers Down to Comscore, VideoAmp
variety.comBrian Steinberg Senior TV Editor Warner Bros. Discovery is giving a league of would-be providers of TV-audience measurement its own appraisal.
After tapping Comscore, iSpot.TV and VideoAmp last year to help build a new suite of technologies that will help count viewers across linear, digital and connected television, the big entertainment company is paring down its provider list.
Comscore and VideoAmp will serve as partners during Warner Bros. Discovery’s efforts during the industry’s next “upfront” sales session. “Our methodology was quite rigorous,” says Andrea Zapata, the company’s executive vice president and head of ad sales research, measurement and insights, in an interview.
With more advertisers and media agencies demanding a tabulation of audiences with narrower characteristics than age or gender, many of the nation’s biggest media companies have been trying to devise new measurement systems using providers other than Nielsen, which has long served as the industry’s standard audience measure.
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