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Comscore achieves full JIC certification for national TV measurement

Company becomes sole provider with complete certification across all measurement categories

Luis Rijo

• 6 min read
TV measurement data flows from multiple devices to JIC certification badge, showing cross-platform analytics.
TV measurement data flows from multiple devices to JIC certification badge, showing cross-platform analytics.

Comscore has reached a significant milestone in television audience measurement, securing complete Joint Industry Committee certification for its national TV measurement solution on July 10, 2025. The certification now encompasses Personified Demographics, marking the final piece of Comscore's comprehensive JIC recognition across all measurement categories.

The Reston, Virginia-based measurement company announced that the U.S. Joint Industry Committee expanded its existing certifications to include persons-based data, delivered through Comscore's big data methodology. This achievement positions Comscore as the only provider with both complete JIC certification for all evaluated measurement categories and Media Rating Council accreditation of its reported audience estimates.

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Summary

Who: Comscore, Inc. (Nasdaq: SCOR), a media measurement and analytics company based in Reston, Virginia, led by CEO Jon Carpenter

What: Achievement of complete Joint Industry Committee certification for national TV measurement solution, including Personified Demographics delivered through big data methodology, making Comscore the only provider with full JIC certification across all measurement categories and MRC accreditation

When: July 10, 2025, with the announcement made public that day following completion of rigorous evaluation by the JIC's Measurement Subcommittee

Where: United States national television measurement market, covering all JIC classifications for national currency use cases, building on existing certifications for advanced audience and total household metrics

Why: To establish Comscore as a transactable standard for television audience measurement, providing advertisers and media companies with certified, reliable measurement solutions that combine big data methodology with industry-recognized standards for transparency and accountability in an increasingly fragmented media landscape

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According to the company's announcement, this milestone builds upon Comscore's existing JIC certifications for advanced audience and total household metrics. The Joint Industry Council also confirmed that Comscore successfully passed the mid-term audit of all certified measurement companies, reinforcing the company's commitment to measurement standards.

"Receiving full JIC certification, particularly for our persons-based data, underscores Comscore's commitment to setting a higher standard for media measurement," said Jon Carpenter, CEO of Comscore. "We are the only provider that marries big data with methodological rigor in a way that is recognized by both the MRC and the JIC. This signals to the industry that Comscore continues to lead the way in delivering scalable, accurate, and certified measurement solutions that our clients can trust."

The certification process involved rigorous evaluation by the Joint Industry Committee's Measurement Subcommittee, which confirmed Comscore's capability to serve as a transactable standard across audience measurement categories that matter to clients. This comprehensive review ensures that Comscore's methodologies meet industry standards for transparency, accountability, and accuracy in measuring television audiences.

The Joint Industry Council represents a crucial component of the media buying ecosystem, comprising buyers and sellers who provide thought leadership throughout the industry. By making credible recommendations on the readiness of cross-platform currencies, JIC certification plays a critical role in helping advertisers and media owners identify reliable measurement providers through a unified, industry-led framework.

This certification carries particular significance for the marketing community, which has increasingly demanded greater accountability and precision in media measurement. Recent industry analysis has highlighted the importance of independent measurement standards, particularly as digital platforms continue to capture larger shares of advertising spend.

Comscore's achievement comes during a period of substantial change in television measurement. The company has systematically built its certification portfolio throughout 2024 and 2025, addressing various aspects of TV audience measurement. In March 2024, Comscore achieved MRC accreditation for its national and local TV measurement, making it the only accredited local TV measurement company utilizing big data science and methodology.

The certification landscape became more comprehensive when Comscore secured additional MRC accreditation in April 2025 for its demographic "households with" metrics across all US markets. This achievement established Comscore as the only measurement service accredited by the MRC in all 210 local markets based on device tuning measurement derived from extensive data sets.

The company's measurement capabilities extend beyond traditional television metrics. In June 2025, Comscore launched person-level data integration with ShowSeeker's Pilot platform, introducing granular demographic insights that extend beyond traditional household-level metrics for local television campaigns.

Comscore's technical infrastructure combines digital, linear TV, over-the-top, and theatrical viewership intelligence. The company processes viewing behavior across multiple platforms, making it a significant data source for cross-platform measurement. This comprehensive approach addresses the fragmented nature of modern media consumption, where viewers regularly engage with content across multiple devices and platforms throughout the day.

The certification announcement reflects broader industry trends toward standardized measurement across different viewing environments. As television viewing continues to fragment across multiple platforms and devices, measurement companies face increasing pressure to develop methodologies that accurately capture viewing behaviors across traditional and streaming environments.

Industry stakeholders have identified consistent measurement across different viewing environments as essential for future media planning and buying. Comscore's JIC certification specifically addresses this growing demand by establishing standardized metrics that function reliably across both national and local television landscapes.

The timing of this certification coincides with increased industry focus on measurement transparency and accountability. A 2024 analysis of Comscore's financial performance noted the company's progress in establishing itself as a leading provider of cross-platform measurement solutions, despite facing revenue challenges in some segments.

The certification also comes as Comscore continues expanding its measurement capabilities across different platforms and formats. In July 2024, the company unveiled comprehensive YouTube audience measurement across all digital devices in the United States, providing holistic views of YouTube traffic across desktop, mobile, and connected TV platforms.

For media buyers and sellers, the JIC certification provides additional confidence in transaction-ready measurement solutions. The certification process ensures that Comscore's methodologies meet rigorous standards for accuracy, reliability, and transparency. This standardization becomes particularly important as the industry moves toward alternative measurement solutions beyond traditional panel-based approaches.

The announcement signals continued progress in addressing persistent challenges in television measurement. By combining big data methodology with industry-recognized certification standards, Comscore addresses the need for scalable, accurate measurement that can handle the complexity of modern viewing behaviors.

Comscore's participation in the JIC certification process reflects its support for a more transparent and standardized measurement ecosystem. This approach aligns with industry calls for independent measurement standards that can provide reliable benchmarks across different media channels and platforms.

The company's comprehensive certification portfolio now positions it to serve as a primary measurement provider for national television transactions. This capability becomes increasingly valuable as advertisers seek reliable measurement solutions that can accurately capture audience behavior across fragmented viewing environments.

The certification achievement also demonstrates the viability of big data approaches to television measurement. By successfully meeting JIC standards through its data-driven methodology, Comscore validates the potential for scalable measurement solutions that can handle the volume and complexity of modern media consumption patterns.

For the broader television and advertising industry, Comscore's full JIC certification represents progress toward more comprehensive and reliable measurement standards. The achievement provides a framework for other measurement providers while establishing benchmarks for transaction-ready audience measurement across all relevant categories.

The announcement reinforces the importance of independent, industry-verified measurement in maintaining trust and transparency in media transactions. As the television landscape continues to evolve, certified measurement solutions provide essential infrastructure for informed decision-making by advertisers, agencies, and media companies.

Comscore's achievement demonstrates that companies can successfully navigate the complex certification process while maintaining innovative approaches to measurement. The combination of JIC certification and MRC accreditation establishes a comprehensive validation framework that addresses multiple aspects of measurement quality and reliability.

The certification timeline reflects systematic progress in building measurement capabilities that meet industry standards. From initial accreditations to complete JIC certification, Comscore has methodically addressed different aspects of television measurement while maintaining focus on big data methodology and cross-platform capabilities.

Industry observers note that this certification achievement comes at a critical time for television measurement, as viewing habits continue to fragment across platforms and devices. The availability of certified, comprehensive measurement solutions provides essential infrastructure for maintaining transparency and accountability in media transactions.

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