Comscore and Nielsen Square Off as Measurement Fallout Continues

Top execs take shots at one another in dueling remarks

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As the industry continues to reel from the de-accreditation of Nielsen’s national and local TV ratings service, the company’s largest rival is looking to gain ground.

In an open letter published today, Comscore CEO and executive vice chairman Bill Livek looked to win industry points by declaring Comscore as the measurement currency of the future, as well as taking aim at Nielsen.

“For the first time, buyers and sellers throughout the industry are in agreement: The outdated panel-dependent measurement from the past (and whose under-reporting cost the industry billions) no longer serves the diverse needs of today’s modern media environment,” Livek wrote in the letter.



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