Comscore Estimates Linear Holds 78% of TV Ad Exposure as Cable’s Falling CPMs Test Its Pricing Power
The Streaming Wars Staff
Comscore launched The Score Report, a monthly TV ad exposure measure showing broadcast and cable accounted for 77.7% of measured in-home exposure in August 2026, including virtual pay-TV ads. Streaming secured $17.2 billion in 2026–27 primetime upfront commitments, surpassing linear's…
