{"id":472483,"date":"2021-04-07T07:03:28","date_gmt":"2021-04-07T11:03:28","guid":{"rendered":"http:\/\/www.marketnewsdesk.com\/?p=472483"},"modified":"2021-04-07T07:03:28","modified_gmt":"2021-04-07T11:03:28","slug":"comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention\/","title":{"rendered":"Comscore Insights Power Award-Winning Syracuse University Research into TV Audience Retention"},"content":{"rendered":"<div class=\"xn-newslines\">\n<h2 class=\"xn-hedline\">Latest research aims to help networks optimize the viewer experience<\/h2>\n<p class=\"xn-distributor\">PR Newswire<\/p>\n<\/p><\/div>\n<div class=\"xn-content\">\n<p>\n        <span class=\"xn-location\">RESTON, Va.<\/span>, <span class=\"xn-chron\">April 7, 2021<\/span> \/PRNewswire\/ &#8212;\u00a0Television leaders are always evaluating how they can improve the viewer experience and ensure quality business outcomes for their advertising partners. That&#8217;s why Comscore (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating media across platforms, is excited to share that a <span class=\"xn-org\">Syracuse University<\/span> research paper analyzing audience retention, powered by insights from Comscore, won first place in the Open Paper Competition for the <a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3121112-1&amp;h=3414159002&amp;u=https%3A%2F%2Fwww.beaweb.org%2Fwp%2F&amp;a=Broadcast+Education+Association\" rel=\"nofollow noopener noreferrer\">Broadcast Education Association<\/a>\u00a0(BEA) Research Division. <\/p>\n<p>The paper, entitled &#8220;Developing an Ad Viewing Retention Model for TV Comedy Through Machine Learning,&#8221; presents a model that can potentially be used to predict audience retention at various levels of ad pod saturation, thus allowing networks to curate commercial breaks to optimize the viewer experience. <\/p>\n<p>The research team applied its proprietary machine learning to Comscore&#8217;s signature TV Essentials\u00ae second-by-second television viewing data, program ratings, and to Comscore&#8217;s Exact Commercial Ratings\u00ae data to identify key attributes and patterns that optimally predict commercial viewership. <\/p>\n<p>\n        <u>Key Insights <\/u>\n      <\/p>\n<ul type=\"disc\">\n<li>Predictability was achieved at up to an 80% accuracy rate. <\/li>\n<li>The model validates that ad retention is highest at the beginning of the pod and during shorter breaks. <\/li>\n<li>A surprising finding is that the program&#8217;s view-through percentage is a strong attribute in predicting audience retention. This suggests that program content may play a role in maintaining commercial audiences.<\/li>\n<\/ul>\n<p>&#8220;We&#8217;re excited to see that our ongoing collaboration with <span class=\"xn-org\">Syracuse University<\/span> is driving actionable results and that Comscore&#8217;s powerful insights are continuing to fuel research and innovation across the industry,&#8221; said <span class=\"xn-person\">Nancy Beall<\/span>, Executive Vice President, Commercial. <\/p>\n<p>The paper was authored by <a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3121112-1&amp;h=3856748422&amp;u=https%3A%2F%2Fnewhouse.syr.edu%2Fpeople%2Ffiona-chew&amp;a=Fiona+Chew\" rel=\"nofollow noopener noreferrer\"><span class=\"xn-person\">Fiona Chew<\/span><\/a>, Professor of\u00a0<a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3121112-1&amp;h=3257883568&amp;u=https%3A%2F%2Fnewhouse.syr.edu%2Facademics%2Ftelevision-radio-and-film%2Fbachelors%2F&amp;a=television%2C+radio+and+film\" rel=\"nofollow noopener noreferrer\">television, radio and film<\/a>, and\u00a0<a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3121112-1&amp;h=1669198855&amp;u=https%3A%2F%2Fnewhouse.syr.edu%2Fpeople%2Fbeth-egan&amp;a=Beth+Egan\" rel=\"nofollow noopener noreferrer\"><span class=\"xn-person\">Beth Egan<\/span><\/a>, Associate Professor of\u00a0<a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3121112-1&amp;h=2880740793&amp;u=https%3A%2F%2Fnewhouse.syr.edu%2Facademics%2Fadvertising%2Fbachelors%2F&amp;a=advertising\" rel=\"nofollow noopener noreferrer\">advertising<\/a>,\u00a0along with <span class=\"xn-person\">Chilukuri K. Mohan<\/span>, Professor of electrical engineering and computer science, Sanup Araballi, <span class=\"xn-person\">Dongqing Xu<\/span> and Amanda Qi Ni. This is the team&#8217;s second BEA win together after their 2019 paper &#8220;TV Program-Ad Genre Congruence and Ad Avoidance: Applying Neural Networks to Assess Effects&#8221; took top place in the BEA&#8217;s research division. <\/p>\n<p>The research was funded by a CUSE Grant and is an interdisciplinary collaboration between the Newhouse School and the College of Engineering and Computer Science, with information provided by Comscore. The paper will be presented at <a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3121112-1&amp;h=2745562498&amp;u=https%3A%2F%2Fwww.beaweb.org%2Fconv%2F&amp;a=BEA%27s+virtual+annual+conference\" rel=\"nofollow noopener noreferrer\">BEA&#8217;s virtual annual conference<\/a>\u00a0in <span class=\"xn-chron\">April 2021<\/span>.<\/p>\n<p>Comscore TV Essentials\u00ae provides television buyers and sellers with precise, massive-scale measurement of national television programming and advertising. Leveraging TV viewing from more than 60 million screens and more than 30 million households across the U.S., TV Essentials offers a level of granularity and stability absent from traditional television measurement services \u2013 including more precise and more reliable ratings for large and niche networks alike \u2013 all day, every day.<\/p>\n<p>With more than a decade of experience measuring television viewership from return path devices across tens of millions of households in all local markets, Comscore is a trusted source for television viewing data. Comscore is also a leader in advanced audiences, which allow the industry to go beyond age and gender to transact on consumer behaviors, interests and lifestyles. This enables TV stations, networks, advertisers, agencies and media companies at both local and national levels to effectively find and reach their ideal audiences to maximize their revenues.<\/p>\n<p>\n        <b>About Comscore<br \/><\/b>Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry&#8217;s emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more, visit <a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3121112-1&amp;h=3138558167&amp;u=http%3A%2F%2Fwww.comscore.com%2F&amp;a=www.comscore.com\" rel=\"nofollow noopener noreferrer\">www.comscore.com<\/a>.<\/p>\n<p>\u00a0<\/p>\n<div class=\"PRN_ImbeddedAssetReference\" id=\"DivAssetPlaceHolder5255\">\n<p>\n          <a href=\"https:\/\/mma.prnewswire.com\/media\/327730\/comScore_Logo.html\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><br \/>\n            <img decoding=\"async\" src=\"https:\/\/mma.prnewswire.com\/media\/327730\/comScore_Logo.jpg\" title=\"New comScore logo (PRNewsFoto\/comScore, Inc.)\" alt=\"New comScore logo (PRNewsFoto\/comScore, Inc.)\" \/><br \/>\n          <\/a>\n        <\/p>\n<\/p><\/div>\n<p>\u00a0<\/p>\n<div class=\"PRN_ImbeddedAssetReference\" id=\"DivAssetPlaceHolder0\"><\/div>\n<p id=\"PURL\">\n        <img loading=\"lazy\" decoding=\"async\" title=\"Cision\" width=\"12\" height=\"12\" alt=\"Cision\" src=\"https:\/\/c212.net\/c\/img\/favicon.png?sn=AQ34495&amp;sd=2021-04-07\" \/> View original content to download multimedia:<a id=\"PRNURL\" rel=\"nofollow\" href=\"http:\/\/www.prnewswire.com\/news-releases\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention-301263698.html\">http:\/\/www.prnewswire.com\/news-releases\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention-301263698.html<\/a><\/p>\n<p>SOURCE  Comscore<\/p>\n<\/p><\/div>\n<p>    <img decoding=\"async\" alt=\"\" src=\"https:\/\/rt.prnewswire.com\/rt.gif?NewsItemId=AQ34495&amp;Transmission_Id=202104070700PR_NEWS_USPR_____AQ34495&amp;DateId=20210407\" style=\"border:0px;width:1px;height:1px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Latest research aims to help networks optimize the viewer experience PR Newswire RESTON, Va., April 7, 2021 \/PRNewswire\/ &#8212;\u00a0Television leaders are always evaluating how they can improve the viewer experience and ensure quality business outcomes for their advertising partners. That&#8217;s why Comscore (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating media across platforms, is excited to share that a Syracuse University research paper analyzing audience retention, powered by insights from Comscore, won first place in the Open Paper Competition for the Broadcast Education Association\u00a0(BEA) Research Division. The paper, entitled &#8220;Developing an Ad Viewing Retention Model for TV Comedy Through Machine Learning,&#8221; presents a model that can potentially be used to predict audience retention at various levels of ad &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Comscore Insights Power Award-Winning Syracuse University Research into TV Audience Retention&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-472483","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comscore Insights Power Award-Winning Syracuse University Research into TV Audience Retention - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comscore Insights Power Award-Winning Syracuse University Research into TV Audience Retention - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Latest research aims to help networks optimize the viewer experience PR Newswire RESTON, Va., April 7, 2021 \/PRNewswire\/ &#8212;\u00a0Television leaders are always evaluating how they can improve the viewer experience and ensure quality business outcomes for their advertising partners. That&#8217;s why Comscore (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating media across platforms, is excited to share that a Syracuse University research paper analyzing audience retention, powered by insights from Comscore, won first place in the Open Paper Competition for the Broadcast Education Association\u00a0(BEA) Research Division. The paper, entitled &#8220;Developing an Ad Viewing Retention Model for TV Comedy Through Machine Learning,&#8221; presents a model that can potentially be used to predict audience retention at various levels of ad &hellip; Continue reading &quot;Comscore Insights Power Award-Winning Syracuse University Research into TV Audience Retention&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-07T11:03:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mma.prnewswire.com\/media\/327730\/comScore_Logo.jpg\" \/>\n<meta name=\"author\" content=\"Newsdesk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Newsdesk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"Comscore Insights Power Award-Winning Syracuse University Research into TV Audience Retention\",\"datePublished\":\"2021-04-07T11:03:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention\\\/\"},\"wordCount\":646,\"image\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mma.prnewswire.com\\\/media\\\/327730\\\/comScore_Logo.jpg\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention\\\/\",\"url\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention\\\/\",\"name\":\"Comscore Insights Power Award-Winning Syracuse University Research into TV Audience Retention - 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That&#8217;s why Comscore (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating media across platforms, is excited to share that a Syracuse University research paper analyzing audience retention, powered by insights from Comscore, won first place in the Open Paper Competition for the Broadcast Education Association\u00a0(BEA) Research Division. The paper, entitled &#8220;Developing an Ad Viewing Retention Model for TV Comedy Through Machine Learning,&#8221; presents a model that can potentially be used to predict audience retention at various levels of ad &hellip; Continue reading \"Comscore Insights Power Award-Winning Syracuse University Research into TV Audience Retention\"","og_url":"https:\/\/www.marketnewsdesk.com\/index.php\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention\/","og_site_name":"Market Newsdesk","article_published_time":"2021-04-07T11:03:28+00:00","og_image":[{"url":"https:\/\/mma.prnewswire.com\/media\/327730\/comScore_Logo.jpg","type":"","width":"","height":""}],"author":"Newsdesk","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Newsdesk","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention\/#article","isPartOf":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention\/"},"author":{"name":"Newsdesk","@id":"https:\/\/www.marketnewsdesk.com\/#\/schema\/person\/482f27a394d4fda80ecb5499e519d979"},"headline":"Comscore Insights Power Award-Winning Syracuse University Research into TV Audience Retention","datePublished":"2021-04-07T11:03:28+00:00","mainEntityOfPage":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention\/"},"wordCount":646,"image":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention\/#primaryimage"},"thumbnailUrl":"https:\/\/mma.prnewswire.com\/media\/327730\/comScore_Logo.jpg","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention\/","url":"https:\/\/www.marketnewsdesk.com\/index.php\/comscore-insights-power-award-winning-syracuse-university-research-into-tv-audience-retention\/","name":"Comscore Insights Power Award-Winning Syracuse University Research into TV Audience Retention - 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