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# From Sports To Short Form To AI: Comscore Expands The Measurement Map
- URL: https://tvrev2beta2.ghost.io/comscore-videos-ces/
- Published: 2026-02-09T23:23:35.000Z
- Updated: 2026-02-09T23:23:35.000Z
- Author: Alan Wolk
- Tags: Thought Leaders Circle, ESPN, music videos, Short Form Video, Comscore, video, #sqs, #Import 2026-09-03 21:54

As the media universe fragments, measurement needs to expand to keep pace.

Consumers are now scattered across an array of often disconnected content bubbles and advertisers and content owners need a holistic view.

In this video series, Comscore executives and clients share three ways that Comscore is widening the lens of what gets measured.

In this first video, SVP Product Management **Jen Carton** explains why measuring sports—live sports in particular—is so important these days as seen through the lens of ESPN.

UPROXX VP **Greg Osborne** explains why his music video company’s “snackable, digestible” three-to-five minute videos can be so hard to measure, given that they are viewed on so many different devices and how Comscore gives them a single view of their diverse audience.

Consumer AI products have drastically changed how we interact with the world, and CCO **Steve Bagdasarian** provides a peek into how Comscore’s latest report series helps quantify which apps consumers are using, where, how and why.