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# Comscore’s new report: broadcast still leads ad exposure, but streaming surges
- URL: https://www.medianexis.com/comscores-new-report-broadcast-still-leads-ad-exposure-but-streaming-surges/
- Published: 2026-10-29T14:01:20.000Z
- Updated: 2026-10-29T14:01:20.000Z
- Description: MediaPost’s Wayne Friedman reports that Comscore’s newly launched “Score Report” finds broadcast leading TV/streaming ad-exposure time at 43.2%, ahead of cable at 34.5% and streaming at 22.3%.
- Author: The Signals Desk
- Tags: Measurement, Wayne Friedman, Digiday: YouTube, Tubi top streaming ad exposure

**Why it matters.** Buyers now have a new cross-platform currency from Comscore that quantifies streaming’s share gains against linear, sharpening negotiations over where ad dollars shift next.

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=medianexis.com) *·* [*Wayne Friedman*](https://www.medianexis.com/tag/by-wayne-friedman/) *·* [*read the original*](https://www.mediapost.com/publications/article/418966/broadcast-leads-ad-exposure-at-432-youtube-tops.html?ref=medianexis.com)*.*