# Understanding Co-viewing Measurement

July 16, 2025

#### **Co-viewing accuracy will define measurement in 2025**

Co-viewing accuracy (or inaccuracy) is the biggest challenge to effective TV and CTV measurement today.

Co-viewing estimates directly impact:

- Reach and frequency
- CPMs and budget efficiency
- Campaign guarantees
- Cross-platform evaluations

Incorrect co-viewing numbers can massively impact campaign reach - by as much as 30%. This creates waster for advertisers - and lost opportunity for publishers.

Download our latest report "Understanding Co-Viewing Measurement" to learn about the challenges facing our industry, and what CMOs, brands, agencies, publishers and measurement providers need to do to address the problem.

**Download the report today!**