Comscore, a longtime rival to Nielsen in the business of measuring media audiences, is vowing to keep pace as advertisers seek new ways of counting viewers who watch their favorite shows in a dizzying array of new formats. Comscore said it would launch “Comscore Everywhere,” a measurement product that aims to count unduplicated audiences across various media and screens. The company, which expects to add new phases to the product throughout 2022, does so as Nielsen is working on a similar initiative, all part of a large-scale move by the media and advertising industries to use new technology to tabulate audience is more precise fashion and with more discrete methods.
