February 18, 2016

Scanzoni says Comscore Making Good First Step

While comScore is in a hurry to provide new cross-platform ratings before upfront season starts in April, a top buyer says the way media buying is done isn’t likely to change till at least the 2017-18 season.

GroupM, one of the biggest media buyers, is switching to comScore local TV ratings from Nielsen in markets where Nielsen is using paper diaries to gather viewer information, according to Rino Scanzoni, chief investment officer at GroupM.

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GroupM

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