Comscore pilots day-level digital news tracking during elections
By Staff Writer in Media News on Tuesday, 21st April 2026 at 8:45pm
Comscore has introduced day-level measurement of digital news consumption during polling and exit poll days in West Bengal and Assam, aiming to provide real-time insights into user behaviour during major news events.
According to e4m, the development comes amid an active election season, as digital platforms attract a larger share of political advertising budgets.
The pilot covers national and regional publishers across Hindi and English platforms, tracking engagement during polling, exit poll, and counting days. Comscore is using a hybrid methodology that combines panel-based data with direct publisher integrations to ensure accurate cross-platform measurement.
Currently focused on West Bengal and Assam, the project plans to expand to Tamil Nadu, Kerala and Puducherry.
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