Comscore Launches New Monthly Report Highlighting Ad Exposure Figures Across Television Viewing Platforms
Key Highlights
- ➤Broadcast platforms lead ad exposure at 43.2%, versus cable 34.5% and streaming 22.3%
- ➤Streaming ad exposure climbed 6.2 percentage points year over year to 22.3%
- ➤YouTube led streaming ad exposure with 44.4%, followed by Tubi at 11.6%
- ➤Hulu ranked third among streaming providers in August with 8.5% ad exposure
- ➤Comscore launched monthly Score Reports tracking ad exposure across television platforms
Expert Statements
Kevin Burns, Interim Chief Revenue Officer of Comscore
“The Score Report measures where audiences are actually reachable with advertising and gives brands an understanding of how ad viewership is changing as the media landscape continues to transform.”
Kevin Burns, Interim Chief Revenue Officer of Comscore
“The report seeks to address the challenge of viewership no longer serving as a sufficient proxy for ad-addressable audiences, as audiences migrate across channels, platforms, and devices.”
Dan Lanzano, President, National Ad Sales, Nexstar
“Nexstar welcomes greater transparency into how advertising reaches audiences across broadcast TV, cable, and streaming.”
Dan Lanzano, President, National Ad Sales, Nexstar
“By providing a clearer picture of advertising exposure across platforms, The Score Report delivers valuable insights that empower advertisers to make more informed investment decisions and better understand the evolving media landscape.”
RESTON, Va., Oct. 21, 2026 (GLOBE NEWSWIRE) -- Comscore (Nasdaq: SCOR) today launched a new monthly Score Report highlighting Share of Ad Exposure Time trends across television viewing platforms. This important TV measurement metric shows the percentage of total TV Ad Exposure Time attributed to each provider. Beyond viewership, Share of Ad Exposure offers insight into where ads are shown, giving advertisers and content providers the intelligence they need to reach new and varied audiences and to make more informed decisions about their media investments.
The report shows that Share of Ad Exposure is highest among broadcast platforms (43.2%) followed by cable (34.5%) and finally streaming (22.3%). This contrasts with viewership trends showing that over 74% of U.S. households stream on Connected TV(1). Further, 130.6 million U.S. adults used a free or ad-supported streaming video service in the three months prior to August 2026, representing 47% of the total U.S. adult population(2). Given this gap, while broadcast - with its well-understood formats and measurement - is still favored by many brands, an opportunity exists for advertisers to capitalize on existing and emerging streaming opportunities.
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