WarnerMedia Sets Comscore, iSpot.tv and VideoAmp for Its Measurement Alternative

Nielsen among the companies that don’t make the cut—at least for now

WarnerMedia has taken a big step in its efforts to create a measurement alternative to Nielsen—and for now, it’s keeping the measurement behemoth on the sidelines as it does so.

The company has selected three measurement companies to partner with as it tests alternative methods of measuring TV ad performance across platforms: Comscore, iSpot.tv and VideoAmp.

That trio was picked following conversations over the past several months with between eight and 10 measurement companies, including Nielsen, TVSquared and 605, said Andrea Zapata, head of research, data and insights for WarnerMedia Ad Sales.

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