Nielsen rival Comscore lands in Australia with Samba TV

News 26 Feb 2021 - 1 min read

Nielsen rival Comscore lands in Australia with Samba TV

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Tags: Comscore Samba TV CTV cross media measurement analytics

The TV metrics market now has another major player. Comscore has entered Australia via a deal with Samba TV.

What you need to know:

Nielsen rival Comscore gains Australian foothold via Samba TV partnership.
Focusing initially on CTV measurement, wooing buyers with brand-level and category insight data.

Media measurement and analytics company Comscore has entered the Australian market via a partnership with Samba TV.

The two are collaborating on connected TV (CTV) measurement. Comscore primarily competes with Nielsen in major markets such as the US, and now looks set to go head to head locally.

The firm arrives as connected and non-linear TV ad revenues continue to rise and as media agencies clamour for unified metrics and trading across broadcast and digital TV.

Samba and Comscore already work together in Europe. As a result of the deal, the companies said Australian advertisers and media buyers can now access brand-level data as well as category insights.

Per the release: "We are delighted to be extending our TV measurement capabilities to Australia,” said Bill Livek, CEO, Comscore. “As a leader in TV measurement in the U.S., we are in a unique position to harness our valuable data capabilities in partnership with Samba TV and create an unmatched measurement offer – across platforms and around the world."

Samba TV CEO Ashwin Navin: "Australia enjoys the largest per capita digital media spend in the world. As the media landscape and consumption patterns evolve faster than ever, it is imperative to add CTV measurement as a source of truth to the media industry in Australia."