Comscore CRO Carol Hinnant Sets TV Definition at Brand Innovators Cross-Screen Event
Carol Hinnant, Chief Revenue Officer at Comscore, put a specific frame on television during Brand Innovators' TV + Cross-Screen Measurement livecast, sponsored by LiveRamp: "sitting back in your living room and putting your feet up, while watching premium video on a big screen." The session set out to identify what separates that definition of TV from OTT and CTV, a distinction brands need as they chase targeted, compelling reach across linear television, connected TV and streaming apps.
Campaign measurement that treats linear TV, CTV and OTT as one category risks mixing incompatible audience and viewability data once budgets are split across formats. Media planners who adopt clear, screen-specific definitions can match verification, reach and frequency metrics to the right inventory, whether that is a living-room broadcast slot or an app-based streaming placement, and avoid double-counting audiences that cross screens.