Comscore, a global leader in audience and advertising measurement, announced a significant expansion of its cross-platform campaign measurement capabilities on December 15, 2025. The company has enhanced its flagship measurement suite – formerly known as Comscore Campaign Ratings (CCR) – to include streaming audio (including podcasts) and expanded social reporting covering campaign-level metrics from Meta’s Facebook, Instagram and Audience Network. Comscore has also rebranded CCR as Cross-Platform Campaign Results to more clearly reflect its broadened scope and unified measurement offering.
According to Comscore, these enhancements now give advertisers a more comprehensive, deduplicated view of campaign performance across key channels where consumers are increasingly spending their time – from traditional linear and connected TV (CTV) to digital video, social platforms, and audio streaming. The expanded reporting suite enables advertisers to plan, activate, optimize, and measure campaigns holistically across screens and formats under a single framework.
“Advertisers can’t afford to measure channels in silos,” said Steve Bagdasarian, Comscore’s Chief Commercial Officer. “By expanding Cross-Platform Campaign Results with streaming audio and Meta social metrics, Comscore is giving brands the clarity they need to see true cross-platform performance and optimize budget allocation across the entire consumer journey.”
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What’s New in Comscore’s Expanded Measurement Suite
The enhanced Cross-Platform Campaign Results now includes:
- Streaming audio measurement, enabling advertisers to assess the performance of audio and podcast campaigns alongside other formats.
- Expanded social reporting, with campaign-level metrics from Meta’s Facebook, Instagram, and Audience Network integrated into the unified measurement view.
- Deduplicated reach and frequency metrics across platforms, helping brands understand true audience size and exposure without double-counting.
Comscore’s platform now provides advertisers with a single source of truth for campaign performance across linear TV, CTV, digital video, social media, and audio — helping teams measure impact with consistency and confidence.
Why This Matters for B2B Marketing & Advertising
True Cross-Media Attribution and Optimization
One of the biggest challenges for modern marketers – particularly in B2B verticals where multiple stakeholders and long sales cycles complicate measurement — is connecting the dots between campaign exposure and meaningful business outcomes. With Comscore’s expanded measurement suite, advertisers can gain a holistic view of campaign performance across mediums that were previously measured separately or not at all. This unified dataset allows B2B advertisers to understand incrementality, reach, and frequency across screens and environments, enabling smarter budget allocation and media mix optimization.
This is especially important as business audiences consume content across a wider array of platforms – from social communities and podcasts to CTV channels and digital video — making it essential to capture performance consistently and without siloed data blind spots.
Streaming Audio and Podcast Integration Opens New Tactical Doors
Podcasting and streaming audio are now key ways to reach professional audiences. This includes industry-specific shows and thought leadership formats that influence buying choices. Yet, measuring audio campaigns often falls behind display and video. Comscore changes this by integrating streaming audio into cross-platform measurement. This allows advertisers to factor in podcast and audio touchpoints in their overall performance. It helps B2B marketers justify spending and show ROI at every stage of the funnel.
For B2B brands targeting niche professional cohorts (e.g., IT leaders, finance executives, healthcare decision-makers), audio environments present valuable context-rich engagement opportunities. The ability to quantify and compare their impact alongside other channels helps validate media strategies and improve campaign decisions.
Expanded Social Metrics Increase Precision in Audience Insights
Combining social campaign reports from Meta platforms helps advertisers see how their messages perform in social environments. This is key for brand awareness, thought leadership, and lead generation in B2B. These insights reveal the unique reach across social, video, and TV. This helps optimize campaigns for wide visibility and focused engagement.
For agencies and media planners, this creates a unified measurement layer. They can compare social, video, and TV performance directly. This ability is key for creating campaigns. They should balance long-term brand growth and short-term performance goals.
Broader Effects on Businesses Operating in This Industry
Driving Efficiency and Transparency
Comscore’s expanded methodology provides transparent, third-party validation of campaign outcomes across multiple formats, which is increasingly demanded by CFOs and procurement teams in B2B organizations that must justify marketing spend with credible performance metrics.
Enabling Multi-Touch Attribution Models
As cross-platform measurement becomes more robust, businesses can shift toward multi-touch attribution models that acknowledge the nuanced ways audiences interact with brands — from awareness-building through CTV to engagement on social media and conversions influenced by audio touchpoints.
Improved Media Planning and Forecasting
With richer data inputs, planners can forecast campaign outcomes more accurately, optimize media buys in flight, and negotiate with media partners based on a shared understanding of reach and effectiveness — ultimately reducing waste and improving ROI.
Looking Ahead
Comscore’s expanded Cross-Platform Campaign Results suite builds on years of industry innovation. It addresses the challenges of media fragmentation. Earlier in 2025, Comscore launched unified content measurement tools. These tools provide integrated audience views across devices and platforms. Comscore has expanded its partnerships with media groups and data providers. This helps improve measurement accuracy and coverage.
Advertisers, especially in B2B, need more integrated and actionable measurement frameworks. These frameworks must align with changing consumer and business decision-maker behaviors. Solutions like Comscore’s are becoming essential. By providing one clear view of campaign impact across different screens, formats, and environments, the industry moves closer to a real measurement ecosystem. This supports strategic planning, optimization, and business growth.
Conclusion
Comscore has improved its cross-platform campaign measurement. It now covers streaming audio and offers better social metrics. This is a key advancement in advertising intelligence. This gives a better way to evaluate campaign performance for B2B marketing and advertising. It focuses on key channels where audiences engage with content. As media splinters and audience habits shift, unified measurement tools like Comscore’s will be essential. They will help businesses budget smarter, gain deeper insights, and achieve better results.